On Audience Segmentation
Online definition of audience segmentation states that it is the aggregation of the target population into homogeneous groups on the basis of one or more common characteristics related to the health problem, such as risk for the health problem, current behaviors, behavioral determinants, psychographics and/or demographics (Audience Segmentation in Social Marketing, n.d.). Drilling further, audience segment means a subgroup of people that find commonalities on characteristics such as health problems, demographics and other determinants.
The definition gives us a better understanding of what grouping the audience into meaningful segments is, as it provides a more efficient and effective way to build up on the strategies to implementation. There are some segments with higher levels of incidence, risks, volume and most likely to respond to social marketing materials (Audience Segmentation in Social Marketing, n.d.).
Potential audiences may be derived from the items below.
-incidence or severity of the problem
-prevalence of risk factors
-size of the group affected
-relative defenselessness (if applicable)
and variables to audience segments are;
-risk for the health problem
-attitudes
-perceptions
-demographics
-preferred information channels
As explained by various reporters as well, the more refined the social marketing is, and the more it satisfies the needs/demands and resolves the problem statement in the society, the more likely it is to get a favorable response and action.
Below is an example of thorough audience segmentation.
On Goal/s Setting
Goal Setting is a technique that involves the development of an action plan in accordance with the targets for a certain pool of people. It is both a tool of strategy implementation and performance management.
It has been said that goals are determinants of success. Without goals one lacks focus and direction. Goal setting provides a benchmark for determining whether we are actually succeeding.
According to an online article, setting goals that motivates, setting S.M.A.R.T. goals, setting goals in writing, making an action plan and sticking with it are golden rules for goal setting (Golden Rules of Goal Setting: – Five Rules to Set Yourself Up for Success, n.d).
In addition, there are few goal setting tools available for social marketers to use such as mission statements, vision statements, Big Hairy Audacious goals, S.M.A.R.T., ABCD, Management by Objectives, and Balance Scorecards.
S.M.A.R.T., focuses on criteria such as Specific, Measurable, Achievable, Relevant and Time Bound. On specific – goals must be clear and well- defined, measurable – include precise amounts, dates, and so on in goals so it is easier to measure success, attainable – setting realistic goals, relevant – goals that are relevant to the direction set in place and time-bound – goals must have deadlines. S.M.A.R.T. follows the concept of Objectives and Key Results (OKR). OKRs are simple frameworks for setting and tracking goals to increase transparency and strategic clarity. These are quantitative metrics that define success of an objective, not tasks needed to define the objective.
For e.g.
| Component | Definition | Examples | |
| Objectives | Ambitious, qualitative, actionable goal | O: Successfully launch version 2 of the social marketing radio script material | O: Improve testing procedures |
| Key Results | Metrics and quantifiable deliverables |
KR: Get 100 new signups KR: Achieve sign up to trial ratio of 15-25% |
KR: Implement test-driven development in at least 1 new
development community. KR: Increase unit text coverage to 65-75% KR: Make sure satisfaction score of social marketing material is 90-100%. |
Segmentation is deemed to be one of the first critical decisions a social marketing process must make. More than the segmentation itself, the successful implementation of the strategies should be the highlight.
Goals that are specific have a significantly greater chance of being accomplished. To make a goal specific, the five “W” questions must be considered (SMART Goal – Definition, Guide, and Importance of Goal Setting, 2015):
Who: Who is involved in this goal?
What: What do I want to accomplish?
Where: Where is this goal to be achieved?
When: When do I want to achieve this goal?
Why: Why do I want to achieve this goal?
References
Audience Segmentation in Social Marketing. (n.d.). Retrieved March 14, 2020, from https://www.orau.gov/cdcynergy/soc2web/Content/activeinformation/glossary/glossary.htm?audiencesegmentation
Audience Segmentation in Social Marketing. (n.d.). Retrieved March 14, 2020, from https://www.orau.gov/cdcynergy/soc2web/Content/phase01/phase01_step03_deeper_audience_segmentation.htm
Golden Rules of Goal Setting: – Five Rules to Set Yourself Up for Success. (n.d.). Retrieved March 14, 2020, from https://www.mindtools.com/pages/article/newHTE_90.htm
SMART Goal – Definition, Guide, and Importance of Goal Setting. (2015). Retrieved March 15, 2020, from https://corporatefinanceinstitute.com/resources/knowledge/other/smart-goal/
Images
[NEW ADVANCED AUDIENCE SEGMENTATION RESOURCES] (2018). Retrieved from https://breakthroughactionandresearch.org/wp-content/uploads/2018/08/blog-advanced-audience-segmentation-1030×530.jpeg