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Definition: Segmentation
It’s fashionable to discard segmentation as old-fashioned in a world where we have cross-segment brands like Apple and Nike dominating marketing mindshare. To understand its value we need to first separate the concept of Segmentation from the method in which brands do it. First the concept: Segmentation means dividing your market according to certain criteria. Now, the method: traditionally segmentation was based on age and gender lines. Since the early days companies have tried to make the are more interesting by introducing arbitrary trend-based definitions such as “grungies”, “cool kids”, “surfers” etc. The mobileYouth model acknowledges that to not segment your market is wasteful – you must target. See Fanspotting for more information. However, mobileYouth differs from traditionalists by combining age based segmentation with influence. Not all youth are the same. Within each age group there are influencers and followers.
mobileYouth’s market segmentation approach:
- Horizontal: by distinct age groups that define lifestyle needs
- Vertical: by influence (super-influencers, fans, followers, critics etc)
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