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In fact, marketing segmentation is inclusive in most strategies. When a marketer loses all hope, all that they need is a good plan to relook at how they have segmented their audience who, where, age group etc its a sure fix!

With the introduction of the Fourth Industrial Revolution, there has been improvement in the way that marketers create messages. From hardcopy ads, to digital billboards, to personalised digital marketing the change has affected almost every aspect of the world of marketing.

media updates Nakedi Phala reveals the most relevant segmentations that marketers should consider in their strategies.

Marketing segmentation is the compass in your marketing strategy; it tells you who your possible consumer is, why you should go for them and whether or not they will welcome your product or service.

Without wasting any time, lets head into the three vital marketing segments:

Well, those days are gone. Now, theres the Internet! If you need a car, you can find one and even complete the actual transaction through your smartphone device. But what does this mean for marketers? Well, a marketing team working in the motoring industry can now use smart tech to choose their target buyers by their region or climate, allowing them to find an audience that best suits their vehicles compatibility. This way, they dont need to fit their cars with snow features if it comes to a country like South Africa; so theres an opportunity to save manufacturing costs in this regard.

It is good to think things through again and again before creating a product that might flunk in certain regions, simply because it does not synchronise with your audiences lifestyle.

Once you have learnt your audience's behaviour, you can move swiftly into creating a personalised marketing strategy that will help you understand what kind of conversation you need to create to capture your current and prospective consumers, as well as play right to their likes, needs, interest and routine behaviors.

Audience behavioural patterns need to be forecasted on a long-term basis, as people tend to outgrow certain things. In this regard, its important to keep identifying trends that can give you insight so that you can plan effectively for the future.

Understanding behavioural segmentation has benefits such as:

For example, before a person buys a house, they have a picture in their mind of the type of house they are looking to buy. Whichever house the buyer chooses must fit the image they have in their mind and give them that sentimental feeling.

So, what does this mean for marketers? Well, it means that you need to tap into your consumers emotions, thoughts and desires in order to understand what they need. Once you understand them, you will be more likely to select consumers who are willing to buy the house you have on offer; and its all because you studied their interests, lifestyle and activities.

Market segmentation is a great way to analyse current and potential audiences. What are your thoughts? Let us know in the comments section below.

Attitude segmentation Geographic segmentation Behavioural segmentation Geographic segmentation

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The three important areas of market segmentation - Media Update

ThinkMarkets is seeking a Marketing Intern who has a passion for learning real-world marketing techniques to join our downtown Chicago office. ThinkMarkets is a global online brokerage firm, specializing in Cryptocurrency, Foreign Exchange, and Commodities trading. Our mission is to disrupt the brokerage industry with our technology platform, superior data insights, and marketing practices.

Our Marketing Internwill report to the Head of Performance Marketing. This individual will be a true owner and collaborator and will play a foundational role in assisting in the development of marketing systems and establishing best practices for the brand. This is an excellent hands on learning opportunity for someone who wants experience in multiple facets of marketing.

The ideal candidate is a rising senior who is willing to work the summer, and has days they can come into the office on a limited schedule, typically Monday, Wednesday, and Friday (we practice extreme COVID caution and provide all necessary sanitizers, masks, and social distancing to keep the work environment safe). This internship will last from July up to Labor Day weekend.

Responsibilities:

We are looking for a fearless, hardworking, independent and super-smart individual with the following qualifications:

*Please attach a cover letter along with your resume in order to be considered for the role.*

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Marketing Intern - ThinkMarkets - Built In Chicago

NEW YORK During the weeks from May 1125, 2020, over 900 travel executives (tour operators and agency owners) from the top tourism source markets participated in a global survey by Travel Consul, international travel marketing alliance. The goal of this survey was to get a better understanding of the impact the COVID-19 pandemic has had on the industry, current needs and a view to what the future might entail. Here are a few highlights of the results:

How destinations can support distribution partners in recoveryWhen asked how destination organizations (DMOs) can best help travel advisors and tour operators in recovery, the number one answer was clearly "introducing health and safety certificates for advisors to feel sure the destinations are safe to send their customers." Two out of 3 participants requested help from the destinations. The next top three answers included marketing campaigns, presenting useful and timely data, and industry and media updates.

Clients are still waiting to decide where to travel nextOver 40% of clients who are rebooking or showing some interest in traveling said that they were planning to go to the destination where they had originally booked. Although the largest percentage (46%) are at a halt, waiting to see how the situation evolves before making their decision. Amongst U.S. respondents, 51% said their clients were looking to the destination they originally booked, while 38% said their clients were waiting to decide.

Marketing efforts for recovery are focused on social mediaIn regards to marketing activities during recovery, social media was clearly the winner with 2 out of every 3 respondents claiming that social marketing was their main concept. That number is even higher amongst U.S. respondents, with 75% saying they would focus on social media. Digital and co-op campaigns respectively came in second and third.

Business implications of COVID-19Overall, distribution partners expect a 73% decrease in business volume in Q3 2020 and a 60% decrease in Q4 2020. Two-thirds of respondents anticipate being able to sustain their businesses for six months without government financial support. U.S. respondents feel less financially secure than the global average. One in 3 (33%) said they could only sustain their business without government assistance for one to three months, and 28% said four to six months.

Actions implemented during the crisisApproximately 41% of global respondents reported designing new products and adjusting the business model as the main measures adopted during the pandemic. Customer service improvement and training programs ranked second.

Top communication methods used with clientsEmail leads as the preferred form of communication for tour operators and agency owners that are interacting with clients during the COVID-19 emergency. Interestingly, the traditional use of the telephone was the second most utilized channel. Although gaining popularity, video conferences and live chat make up less than 17% of communications methods.

Tourism associations serve as primary data sourcesConcerning the top three data sources that are used for information during the COVID-19 crisis, tour operators and travel agency associations clearly lead the pack (global average of 69%). This was followed by destination tourist offices, trade media, their own national government and industry friends.

How COVID-19 is changing the rules in 2020 and beyondWhen asked how the role of travel distribution partners will change going forward in order to adapt to these new circumstances, 70% of the respondents believe that modifying cancellation policies or terms and conditions will be among their main undertakings. Additional strong responses were expand customer communication channels," diversify/change your product and destination offerings," and creating new partnerships with new buyers and suppliers.

Loyalty to destinations and hotels and resorts is being reconsideredAlmost 50% of respondents said that they were extremely likely to consider hotels and resorts they had never sold before. Additionally, another 37% said that it was somewhat likely they would consider other options. U.S. respondents answered similarly to their global counterparts.

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Research captures the impact of COVID-19 on travel distribution partners and their outlook on the future - Travel Daily News International

A woman who suffered permanent injuries in 2017 when a chimney on Charter Street in the North End collapsed on the hammock she was in is suing the hammock company, charging it not only failed to warn people that attaching hammocks to brick structures might be dangerous, it actually encouraged the practice through a photo-caption contest.

In her suit, filed this week in US District Court in Boston, Erin Field of Somerville says Eagle Nest Outfitters of Asheville, NC disregarded repeated instances of fatalities and serious injuries caused by the practice and used photos of people swinging in hammocks attached to brick structures - including the Great Wall of China - and other, flimsier structures, in its photo-caption contest and other marketing.

Field and her boyfriend were visiting with her brother, Todd, in his 43 Charter St. apartment the night of July 10, 2017, when they went up to the roof of the neighboring 45 Charter St. and Todd attached his Eagle Nest hammock to the same chimney he'd previously used with no problems in the month he had lived there.

Not long after, a bit after midnight, Erin Field got in the hammock. Then her boyfriend joined her.

Upon Jack sitting on the hammock, the brick column to which one side was attached collapsed on Erin, causing catastrophic, lifelong injuries.

In her formal complaint, Field says her brother only used the chimney as a support for the hammock because of Eagle Nest marketing.

On or about June 1, 2017, Todd moved into the apartment at 43 Charter Street in Boston. After moving to the apartment, Todd continued to review ENO's social marketing campaign and/or photo caption contest.

As a result of influence from ENO's above described marketing campaign, Todd decided to hang his ENO hammock on the rooftop of the apartment building located at 45 Charter Street, which was accessible from his 43 Charter Street apartment rooftop. He attached the hammock with the Atlas Hanging Straps to brick columns located on the rooftop.

Based on influence from ENO's above described marketing campaign, Todd took a picture within a month of moving into his apartment showing his hammock affixed to the brick columns. Todd attached a caption to the photo stating, "no trees no problem."

The complaint adds:

As a manufacturer of ENO hammocks and hanging straps, ENO owed a duty to Plaintiff and to all persons whom its products might foreseeably harm to exercise due care in the manufacturing, marketing and sale of its ENO hammocks and hanging straps.

ENO knew or should have known that affixing ENO's DoubleNest Hammock using its Atlas Hanging Strap to fixed points that were not stable trees presented an unreasonably dangerous condition that could result in serious injury to users.

ENO breached its duty of care to Plaintiff by marketing and promoting ENO hammocks and straps in a manner that encouraged users to attach hammocks with straps to fixed points other than stable trees.

As a direct and proximate result of ENO's negligence, Plaintiff suffered catastrophic injuries.

Field is seeking at least $1 million in damages.

Complete complaint (1.1M PDF).

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Woman who was seriously injured when a North End chimney collapsed on her and the hammock attached to it sues the hammock company - Universal Hub

While most of New Zealand came to a grinding halt during the lockdown, the business banking team at ASB found themselves busier than ever.

For Tim Deane, ASB executive general manager business banking, the global pandemic accelerated the bank's plan for a dedicated online portal for its business customers, particularly those running small to medium-sized enterprises (SMEs).

His team has worked seven days a week for the past several weeks on the new ASB Business Hub, an online resource that aims to provide "everything you need to jumpstart your business" that is free to access for all New Zealand businesses.

"We are a nation of small and medium-sized businesses and when you have something like Covid-19, which has such a big impact on business, it's important that we all do our bit to try and work through what we can do to help," Deane says.

ASB / SUPPLIED

Tim Deane, ASB executive general manager business banking says the new ASB Business Hub is an online resource that aims to provide "everything you need to jumpstart your business".

"Prior to Covid-19, we'd done a whole lot of work looking at the top 20 needs of New Zealand businesses, then we'd worked through which of those top 20 needs a bank could help them with.

"Then during the lockdown, we refreshed the research into five absolute must-get-sorted things. And that's where the Business Hub came from."

Deane says the bank sees the hub as a long-term investment, promising that what you see today is just the beginning. There are more initiatives underway (of varying sizes) to back small businesses, with a really big announcement to come in the next few weeks.

Helping our SMEs get through this unsettling period is crucial to New Zealand's economic recovery, he says, and the hub is "part of what ASB needs to do to respond."

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The Business Hub has a section dedicated to digitising your business and offers digital and social marketing tips and templates.

ASB Business Hub has launched with five sections targeted at small to medium businesses.

FINDING FINANCIAL SUPPORT

A simple navigation wizard that helps you identify what financial support you might be eligible for from both ASB and the Government.

FINDING DISCOUNTED TOOLS AND RESOURCES FOR CASH FLOW MANAGEMENT

It's important to have a good look at your costs and your cash flow, Deane says, and the bank has lined up some excellent partners with free or discounted online tools to help. "We've got Xero, MYOB and a Cash Flow 101 guide. We've also got our own Vonto tool, which gives you a curated daily feed of useful information about your business that you can act on. This section will develop over time and there will be more features added as we go."

READ MORE:*There are other solutions besides debt to Covid-19 business woes*Economic activity at Alert Level 2: What does it mean for Kiwis?*What you can do if your business is impacted by Covid-19

GETTING INSPIRED

The bank has paired up with one of its well-known customers, Eat My Lunch, as an example of a business doing clever things to help inspire others to switch their thinking in the post-Covid world.

REINVENTING MY BUSINESS

The bank has identified some common themes and tips learned during the lockdown that any business should consider, including checking out new tech and tapping into their ecosystems.

"We'll also have information on access to incubators, accelerators, grants, the sorts of things that are available for people to help change their business around," says Deane.

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ASB says helping SMEs get through this unsettling period is crucial to New Zealand's economic recovery.

TAKING MY BUSINESS ONLINE

"Many of our customers are having to think differently about digital," Deane says of the Covid-19 fallout. "The 'digitising your business' part of Business Hub will look at digital and social marketing tips and templates and it will have some how-to guides.

"Over time, the plan is to add some partners that will actually help you build a digital strategy and use their offerings."

IN IT FOR THE LONG HAUL

Since Covid-19 began, Deane says, ASB has helped around 10,500 of its business customers with cash flow pressures through various financial support options, which includes providing $180m in new low interest overdrafts, and principal relief and deferred payments on $5bn worth of existing loans. What they're seeing, he explains, is customers wanting to avoid extra debt if they can help it.

"That's why we're focusing on this Hub idea. What else can we do? Debt's one thing. What other solutions can we bring to the table to help you recover and rebuild?

"We talk about wanting to encourage our businesses to think differently. Well, this is part of a bank thinking differently and about ASB backing business. It's saying, it's not just about lending money, it's about what we can do to partner with our business customers to offer guidance and advice that helps them to be successful, because if they're successful, then we're successful."

For more information, visit Businesshub.asb.co.nz.

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Helping to jumpstart business - Stuff.co.nz