The Psychographic Segmentation In A Nutshell

Psychographic segmentation is a form of market segmentation, that looks at consumers into sub-groups that share specific psychological characterises, that comprise activities, interests, and opinions of customers. The rise of data-driven marketing enabled psychographic segmentation to become a key element of digital marketing activities to personalize those campaigns and reach a micro-audience.

DefinitionPsychographic Segmentation is a marketing strategy that categorizes consumers based on their psychological traits, attitudes, values, lifestyle, interests, and behaviors. Unlike demographic or geographic segmentation, which focuses on measurable characteristics like age, gender, income, or location, psychographic segmentation delves into the underlying motivations and preferences that drive consumer choices. This approach helps businesses create more targeted and personalized marketing campaigns, tailoring products or services to specific consumer segments’ unique psychological profiles. Psychographic segmentation provides a deeper understanding of consumers’ emotional triggers and decision-making processes, enhancing the effectiveness of marketing efforts.
Key ConceptsPsychological Traits: The segmentation relies on psychological characteristics such as personality traits, values, beliefs, and attitudes. – Lifestyle: Consumer lifestyles, including hobbies, interests, and daily routines, play a crucial role in psychographic segmentation. – Motivations: Understanding what motivates consumers to make purchase decisions is central to this approach. – Behavioral Patterns: Analyzing past behaviors and preferences helps predict future choices. – Customization: Psychographic segmentation enables customized marketing strategies for different consumer segments.
CharacteristicsRich Consumer Profiles: This approach creates detailed consumer profiles, offering insights beyond basic demographics. – Emotion-Centric: Psychographic segmentation acknowledges the role of emotions in consumer decision-making. – Targeted Messaging: Businesses can craft messages that resonate with specific psychographic segments, increasing engagement and conversion rates. – Market Adaptability: Companies can adapt to changing consumer preferences by continually updating their understanding of psychographic segments. – Product Development: Psychographic insights inform product or service development, ensuring offerings align with consumer values and interests.
ImplicationsTailored Marketing: Businesses can create marketing campaigns that speak directly to the emotional and psychological needs of specific segments. – Improved Product Fit: Products and services can be designed to better match the desires and values of target consumers. – Enhanced Customer Loyalty: Personalized experiences build stronger connections with customers. – Market Expansion: Identifying new psychographic segments can lead to the expansion of a customer base. – Competitive Advantage: Effective psychographic segmentation can provide a competitive edge in crowded markets.
AdvantagesDeeper Understanding: Businesses gain a profound understanding of what drives consumer behavior. – Personalization: Tailored marketing appeals to consumers on a personal level, increasing engagement. – Higher Conversion Rates: Targeted messages are more likely to convert prospects into customers. – Loyalty and Retention: Psychographic segmentation fosters customer loyalty through personalized experiences. – Adaptability: Businesses can adapt quickly to changing consumer preferences.
DrawbacksComplexity: Psychographic segmentation can be more complex to implement than demographic or geographic methods. – Data Collection: Gathering detailed psychographic data may require extensive research and resources. – Overlapping Segments: Consumers may fit into multiple psychographic segments, making targeting more challenging. – Privacy Concerns: Gathering sensitive psychological information may raise privacy concerns. – Accuracy: Achieving precise psychographic segmentation may not always be feasible.
ApplicationsProduct Positioning: Businesses use psychographic insights to position products or services in a way that aligns with consumer values and lifestyles. – Advertising Campaigns: Marketing messages are crafted to resonate emotionally with specific psychographic segments. – Content Creation: Content marketing can be tailored to the interests and preferences of target segments. – Market Expansion: Companies identify untapped psychographic segments to expand their customer base. – New Product Development: Psychographic data informs the development of new products that cater to specific consumer needs.
Use CasesApple’s Brand Image: Apple has successfully used psychographic segmentation to create a brand image associated with innovation, creativity, and a desire for unique products. – Luxury Brands: High-end luxury brands often employ psychographic segmentation to target consumers seeking exclusivity and status. – Fitness Industry: Fitness brands target consumers with specific lifestyle and health-conscious psychographics, tailoring products and messaging accordingly. – Environmental Products: Companies marketing eco-friendly products focus on consumers with environmental values and concerns. – Political Campaigns: Politicians use psychographic segmentation to tailor campaign messages to voters with particular beliefs and priorities.


The birth of psychoanalysis

Psychoanalysis comprises various psychological theories and therapeutic techniques based on the work of Austrian neurologist Sigmund Freud.

Understanding psychoanalysis

Psychoanalysis is based on the research of Sigmund Freud who believed that all people have desires, feelings, thoughts, and memories that are unconscious. As a result, the primary intention of psychoanalysis as a therapeutic tool is to allow an individual to release repressed experiences and emotions. In other words, to make the unconscious conscious.

While many believe Freud was the first to propose the idea of an unconscious mind, 17th century philosophers René Descartes and John Locke also speculated that there was some factor beyond awareness that influenced individual behavior.

The four basic tenets of psychoanalysis

The therapeutic element of psychoanalysis rests on the assumption that people can derive important insights into their current state of mind by bringing unconscious drivers into conscious awareness.

While this process can be uncomfortable at first, an individual who is motivated to do so can experience an emotional release and alleviate psychological distress. To that end, the therapeutic value of psychoanalysis is based on four principle tenets:

  1. The behavior of an individual, as we noted earlier, is based on unconscious factors.
  2. Mental health disorders such as anxiety and depression are in most cases caused by a conflict between the conscious and unconscious mind.
  3. The personality of an individual is mostly determined by their early childhood experiences. Indeed, Freud believed personality was mostly fixed by the time of the child’s fifth birthday.
  4. Individuals employ defense mechanisms to cope with information in the unconscious, such as denial, projection, repression, and displacement.

What can psychoanalysis treat?

Psychoanalysis can be used to treat a multitude of problems, including:

  • Phobias. 
  • Obsessive-compulsive disorders.
  • Self-destructive behavior. 
  • Sexual difficulties.
  • Generalized anxiety disorder.
  • Depression.
  • Eating disorders.
  • Disassociate identity disorder (DID), and
  • Other chronic psychological issues.

Strengths and weaknesses of psychotherapy

In the final section, we will list some of the main strengths and weaknesses of psychotherapy as an approach.


  • Foundational research – much of the initial research conducted by Freud and others continues to be influential today, despite many of the core principles of psychoanalysis either revised or replaced in the 20th century. For example, the theories of psychoanalytic thinking remain a key component of experimental psychology, a broad field that encompasses branches such as cognitive and behavioral psychology.
  • New thinking – those who studied psychoanalysis were also some of the first to posit that mental health disorders could be alleviated by discussing problems with a professional doctor. This was a revolutionary idea in Freud’s day.


  • Difficult to measure – some of the concepts put forth by psychoanalysts are difficult to detect and measure. The vast majority of Freud’s arguments were based on clinical observations and case studies.
  • Investment level – psychoanalysis requires a significant investment of time, effort, and money for both the patient and the mental health professional. Some issues may take months or even years to resolve while others will require management for the rest of the patient’s life. 

Summing things up

  • Psychoanalysis comprises various psychological theories and therapeutic techniques based on the work of Austrian neurologist Sigmund Freud.
  • The therapeutic value of psychoanalysis rests on the assumption that people can derive important insights into their current state of mind by bringing unconscious drivers into conscious awareness.
  • Initial research into psychoanalysis has provided an important foundation for experimental psychology in particular – though many of its principles have since been revised or replaced. Psychoanalytical theory was also one of the first to suggest talking through problems could result in better mental health outcomes.

The birth and rise of psychographic segmentation

Psychographic segmentation divides consumers into sub-groups based on shared psychological characteristics. Those might include subconscious or conscious beliefs, motivations, and priorities to explain and predict consumer behaviour.

Psychographics started as an attempt to go beyond demographics. As computational power grew more data became available, this gave a chance for marketers to better segment potential customers.

As recounted on when Emanuel H. Demby, one of the founding fathers of psychographics when he was asked “What do you call what you’re attempting to do?” he said “Psychographics!” which was meant as a combination of psychology and demographics.

Another founding father of psychographics was Paul Lazerfeld and his associates during the 1950s at Columbia University’s Bureau of Applied Statistics.

As pointed out by Emanuel H. Demby, Paul Lazerfeld taught that any market research that wanted to understand consumer behavior had to “involve an interplay among three sets of variables; predisposition, influences, and product attributes.

Therefore, psychographics is an attempt to move away from just demographics and give meaning to numbers by focusing more on individuals with feelings and tendencies.

Give meaning to numbers is the primary aim of a marketer. Imagine those two scenarios, Mr. X earns $40K per year. With the other situation, Mr. X earns $40K, after getting a 10% rise compared to the previous three years’ salary. 

Without going too far we can put ourselves in the shoes of Mr. X, how accomplished he feels, and the purchasing tendencies he might have after such a raise.

Maybe he wants to buy a new car or a new TV set. Keep in mind that marketers’ focus is to increase sales. And there is no better salesperson who has insights and personalized information about her target customer.

While in the past it was tough to get valuable psychographic data, that isn’t the case anymore.

Tools for psychographic segmentations

With the rise of digital advertising, and advertising machines like Google and Facebook Ads, it has become easy to create targeted marketing campaigns, primarily focused on performance and able to target potential customers with an incredible focus.

A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.

Google Ads and Facebook Ads allow marketers to go quite in-depth with psychographics definition of their audience:


Above an example of how Google Ads enables marketers to target specific interests and psychographic traits of a group of people. This allows a segmentation that can be laser targeted.

The digital advertising industry has become a multi-billion industry dominated by a few key tech players. The industry’s advertising dollars are also fragmented across several small players and publishers across the web. Most of it is consolidated within brands like Google, YouTube, Facebook, Instagram, Amazon, Bing, Twitter, TikTok, which is growing very quickly, and Pinterest.
Distribution is one of the key elements to build a viable business model. Indeed, Distribution enables a product to be available to a potential customer base; it can be direct or indirect, and it can leverage on several channels for growth. Finding the right distribution mix also means balancing between owned and non-owned channels.

Key highlights:

  • Psychographic Segmentation: Psychographic segmentation involves dividing consumers into sub-groups based on shared psychological characteristics such as beliefs, motivations, and priorities. This form of segmentation goes beyond demographics and aims to predict consumer behavior by understanding their subconscious and conscious traits.
  • Data-Driven Marketing and Personalization: The rise of data-driven marketing has made psychographic segmentation a crucial element in digital marketing. Marketers can use psychographic data to personalize campaigns and target micro-audiences with specific traits and preferences.
  • Psychoanalysis and its Birth: Psychoanalysis is a psychological theory and therapeutic approach pioneered by Sigmund Freud. It focuses on the unconscious mind, repressed experiences, and emotions, aiming to make the unconscious conscious.
  • Four Basic Tenets of Psychoanalysis: Psychoanalysis is based on four fundamental principles: behavior is influenced by unconscious factors, mental health disorders often result from conflicts between the conscious and unconscious mind, early childhood experiences shape personality, and individuals employ defense mechanisms to cope with unconscious information.
  • Applications of Psychoanalysis: Psychoanalysis can be used to treat various psychological issues such as phobias, obsessive-compulsive disorders, self-destructive behavior, sexual difficulties, anxiety, depression, eating disorders, dissociative identity disorder (DID), and chronic psychological problems.
  • Strengths of Psychoanalysis: Foundational research conducted by Freud and others has had a lasting impact on psychology. The idea of discussing problems with professionals for mental health improvement was revolutionary.
  • Weaknesses of Psychoanalysis: Some psychoanalytic concepts are difficult to measure. The approach requires significant time, effort, and financial investment from both the patient and the mental health professional.
  • Birth and Rise of Psychographic Segmentation: Psychographics emerged as an attempt to move beyond demographics, focusing on consumers’ feelings and tendencies. It gained momentum with the growth of computational power and data availability.
  • Pioneers of Psychographic Segmentation: Emanuel H. Demby and Paul Lazerfeld were key figures in the development of psychographic segmentation. They emphasized the interplay of predisposition, influences, and product attributes in understanding consumer behavior.
  • Importance of Giving Meaning to Numbers: Psychographic segmentation aims to provide depth and context to demographic data, understanding consumers’ emotional responses and tendencies to make better predictions about their behavior.
  • Tools for Psychographic Segmentation: Digital advertising platforms like Google Ads and Facebook Ads allow marketers to create highly targeted campaigns based on psychographic traits, interests, and preferences of potential customers.
  • Digital Marketing Channels: Digital marketing includes various channels such as SEO, SMO, email marketing, SEM, SMM, and display advertising. Google Ads and Facebook Ads enable detailed psychographic targeting to create laser-focused segments.

Visual Marketing Glossary

Account-Based Marketing

Account-based marketing (ABM) is a strategy where the marketing and sales departments come together to create personalized buying experiences for high-value accounts. Account-based marketing is a business-to-business (B2B) approach in which marketing and sales teams work together to target high-value accounts and turn them into customers.


Ad Ops – also known as Digital Ad Operations – refers to systems and processes that support digital advertisements’ delivery and management. The concept describes any process that helps a marketing team manage, run, or optimize ad campaigns, making them an integrating part of the business operations.

AARRR Funnel

Venture capitalist, Dave McClure, coined the acronym AARRR which is a simplified model that enables to understand what metrics and channels to look at, at each stage for the users’ path toward becoming customers and referrers of a brand.

Affinity Marketing

Affinity marketing involves a partnership between two or more businesses to sell more products. Note that this is a mutually beneficial arrangement where one brand can extend its reach and enhance its credibility in association with the other.

Ambush Marketing

As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Affiliate Marketing

Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Bullseye Framework

The bullseye framework is a simple method that enables you to prioritize the marketing channels that will make your company gain traction. The main logic of the bullseye framework is to find the marketing channels that work and prioritize them.

Brand Building

Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.

Brand Dilution

According to inbound marketing platform HubSpot, brand dilution occurs “when a company’s brand equity diminishes due to an unsuccessful brand extension, which is a new product the company develops in an industry that they don’t have any market share in.” Brand dilution, therefore, occurs when a brand decreases in value after the company releases a product that does not align with its vision, mission, or skillset. 

Brand Essence Wheel

The brand essence wheel is a templated approach businesses can use to better understand their brand. The brand essence wheel has obvious implications for external brand strategy. However, it is equally important in simplifying brand strategy for employees without a strong marketing background. Although many variations of the brand essence wheel exist, a comprehensive wheel incorporates information from five categories: attributes, benefits, values, personality, brand essence.

Brand Equity

The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.

Brand Positioning

Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.

Business Storytelling

Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.

Content Marketing

Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.

Customer Lifetime Value

One of the first mentions of customer lifetime value was in the 1988 book Database Marketing: Strategy and Implementation written by Robert Shaw and Merlin Stone. Customer lifetime value (CLV) represents the value of a customer to a company over a period of time. It represents a critical business metric, especially for SaaS or recurring revenue-based businesses.

Customer Segmentation

Customer segmentation is a marketing method that divides the customers in sub-groups, that share similar characteristics. Thus, product, marketing and engineering teams can center the strategy from go-to-market to product development and communication around each sub-group. Customer segments can be broken down is several ways, such as demographics, geography, psychographics and more.

Developer Marketing

Developer marketing encompasses tactics designed to grow awareness and adopt software tools, solutions, and SaaS platforms. Developer marketing has become the standard among software companies with a platform component, where developers can build applications on top of the core software or open software. Therefore, engaging developer communities has become a key element of marketing for many digital businesses.

Digital Marketing Channels

A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.

Field Marketing

Field marketing is a general term that encompasses face-to-face marketing activities carried out in the field. These activities may include street promotions, conferences, sales, and various forms of experiential marketing. Field marketing, therefore, refers to any marketing activity that is performed in the field.

Funnel Marketing

interaction with a brand until they become a paid customer and beyond. Funnel marketing is modeled after the marketing funnel, a concept that tells the company how it should market to consumers based on their position in the funnel itself. The notion of a customer embarking on a journey when interacting with a brand was first proposed by Elias St. Elmo Lewis in 1898. Funnel marketing typically considers three stages of a non-linear marketing funnel. These are top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Particular marketing strategies at each stage are adapted to the level of familiarity the consumer has with a brand.

Go-To-Market Strategy

A go-to-market strategy represents how companies market their new products to reach target customers in a scalable and repeatable way. It starts with how new products/services get developed to how these organizations target potential customers (via sales and marketing models) to enable their value proposition to be delivered to create a competitive advantage.


The term “greenwashing” was first coined by environmentalist Jay Westerveld in 1986 at a time when most consumers received their news from television, radio, and print media. Some companies took advantage of limited public access to information by portraying themselves as environmental stewards – even when their actions proved otherwise. Greenwashing is a deceptive marketing practice where a company makes unsubstantiated claims about an environmentally-friendly product or service.

Grassroots Marketing

Grassroots marketing involves a brand creating highly targeted content for a particular niche or audience. When an organization engages in grassroots marketing, it focuses on a small group of people with the hope that its marketing message is shared with a progressively larger audience.

Growth Marketing

Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Hunger Marketing

Hunger marketing is a marketing strategy focused on manipulating consumer emotions. By bringing products to market with an attractive price point and restricted supply, consumers have a stronger desire to make a purchase.

Integrated Communication

Integrated marketing communication (IMC) is an approach used by businesses to coordinate and brand their communication strategies. Integrated marketing communication takes separate marketing functions and combines them into one, interconnected approach with a core brand message that is consistent across various channels. These encompass owned, earned, and paid media. Integrated marketing communication has been used to great effect by companies such as Snapchat, Snickers, and Domino’s.

Inbound Marketing

Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Integrated Marketing

Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.

Marketing Mix

The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

Marketing Myopia

Marketing myopia is the nearsighted focus on selling goods and services at the expense of consumer needs. Marketing myopia was coined by Harvard Business School professor Theodore Levitt in 1960. Originally, Levitt described the concept in the context of organizations in high-growth industries that become complacent in their belief that such industries never fail.

Marketing Personas

Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.

Meme Marketing

Meme marketing is any marketing strategy that uses memes to promote a brand. The term “meme” itself was popularized by author Richard Dawkins over 50 years later in his 1976 book The Selfish Gene. In the book, Dawkins described how ideas evolved and were shared across different cultures. The internet has enabled this exchange to occur at an exponential rate, with the first modern memes emerging in the late 1990s and early 2000s.


Microtargeting is a marketing strategy that utilizes consumer demographic data to identify the interests of a very specific group of individuals. Like most marketing strategies, the goal of microtargeting is to positively influence consumer behavior.

Multi-Channel Marketing

Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Multi-Level Marketing

Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.

Net Promoter Score

The Net Promoter Score (NPS) is a measure of the ability of a product or service to attract word-of-mouth advertising. NPS is a crucial part of any marketing strategy since attracting and then retaining customers means they are more likely to recommend a business to others.


Neuromarketing information is collected by measuring brain activity related to specific brain functions using sophisticated and expensive technology such as MRI machines. Some businesses also choose to make inferences of neurological responses by analyzing biometric and heart-rate data. Neuromarketing is the domain of large companies with similarly large budgets or subsidies. These include Frito-Lay, Google, and The Weather Channel.


Newsjacking as a marketing strategy was popularised by David Meerman Scott in his book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Newsjacking describes the practice of aligning a brand with a current event to generate media attention and increase brand exposure.

Niche Marketing

A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.

Push vs. Pull Marketing

We can define pull and push marketing from the perspective of the target audience or customers. In push marketing, as the name suggests, you’re promoting a product so that consumers can see it. In a pull strategy, consumers might look for your product or service drawn by its brand.

Real-Time Marketing

Real-time marketing is as exactly as it sounds. It involves in-the-moment marketing to customers across any channel based on how that customer is interacting with the brand.

Relationship Marketing

Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.

Reverse Marketing

Reverse marketing describes any marketing strategy that encourages consumers to seek out a product or company on their own. This approach differs from a traditional marketing strategy where marketers seek out the consumer.


Remarketing involves the creation of personalized and targeted ads for consumers who have already visited a company’s website. The process works in this way: as users visit a brand’s website, they are tagged with cookies that follow the users, and as they land on advertising platforms where retargeting is an option (like social media platforms) they get served ads based on their navigation.

Sensory Marketing

Sensory marketing describes any marketing campaign designed to appeal to the five human senses of touch, taste, smell, sight, and sound. Technologies such as artificial intelligence, virtual reality, and the Internet of Things (IoT) are enabling marketers to design fun, interactive, and immersive sensory marketing brand experiences. Long term, businesses must develop sensory marketing campaigns that are relevant and effective in eCommerce.

Services Marketing

Services marketing originated as a separate field of study during the 1980s. Researchers realized that the unique characteristics of services required different marketing strategies to those used in the promotion of physical goods. Services marketing is a specialized branch of marketing that promotes the intangible benefits delivered by a company to create customer value.

Sustainable Marketing

Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.

Word-of-Mouth Marketing

Word-of-mouth marketing is a marketing strategy skewed toward offering a great experience to existing customers and incentivizing them to share it with other potential customers. That is one of the most effective forms of marketing as it enables a company to gain traction based on existing customers’ referrals. When repeat customers become a key enabler for the brand this is one of the best organic and sustainable growth marketing strategies.

360 Marketing

360 marketing is a marketing campaign that utilizes all available mediums, channels, and consumer touchpoints. 360 marketing requires the business to maintain a consistent presence across multiple online and offline channels. This ensures it does not miss potentially lucrative customer segments. By its very nature, 360 marketing describes any number of different marketing strategies. However, a broad and holistic marketing strategy should incorporate a website, SEO, PPC, email marketing, social media, public relations, in-store relations, and traditional forms of advertising such as television.

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