Marketing, Online Marketing, & Social Media: Lesson 5

Market Research and Segmentation

Diane Edmondson, a professor of marketing at Middle Tennessee State University, will be talking about market research and segmentation. 

Topics:

Video Lesson Topics

- Demographic

Demographic segmentation includes age, gender, income, and family size. This can be very useful for products and services that give a benefit tied specifically to that demographic group. 

- Geographic

Geographic segmentation pertains to location such as country, nation, region, state, or local. This can be useful when determining where you should sell your products and services. 

- Psychographic

Psychographic segmentation is grouping the customer by how they think specifically personality, motivation, attitudes, and interests. This will allow you to find some commonalities for segmentation. 

- Behavioral

Behavioral segmentation will be grouping individuals by things they do such as loyalty, usage rate, purchasing products for particular occasions, benefits sought, and price sensitivity. 

- Where Can You Find This Information?

  •  The best source for finding this information will be your company records on past customer information. Past behavior is the best predictor of future behavior. 
  • Census.gov will give you great information on local communities that can be compared to the national average. This can help you identify your ideal customer. 
  • Bls.gov which is the U.S. Bureau of Labor Statistics. They can provide information on where consumers spend their money. 
  • You can conduct market research with your customers through surveys, website polls, and social media to gain information about your particular customers. 

Topics & Lessons

Each Below Topic Contains a Video Lesson and Helpful Downloadable Information

4:47

How to Talk to Your Customer – What are my Options?

4:02

How to Tell Your Business’s Story

6:14

What do Your Customers Need?

6:02

4 Cs of Marketing

3:31

Market Research and Segmentation

12:45

Is my Marketing Working?

4:43

Hiring Digital Marketing Professionals

3:02

Social Media Management Platforms

4:25

Designing Your Own Website

6:29

SEO

5:40

Developing an Online Marketing Strategy

4:16

Responding to Online Customer Feedback

12:53

Resources for Website and Social Media

2:13

Social Media

4:25

Measuring and Understanding Analytics

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