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Emerging segmentation practices in the age of the social customer

Canhoto, A. I., Clark, M. and Fennemore, P. (2013) Emerging segmentation practices in the age of the social customer. Journal of Strategic Marketing, 21 (5). pp. 413-428. ISSN 1466-4488

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To link to this item DOI: 10.1080/0965254X.2013.801609


This paper reports on an exploratory study of segmentation practices of organisations with a social media presence. It investigates whether traditional segmentation approaches are still relevant in this new socio-technical environment and identifies emerging practices. The study found that social media are particularly promising in terms of targeting influencers, enabling the cost-effective delivery of personalised messages and engaging with numerous customer segments in a differentiated way. However, some problems previously identified in the segmentation literature still occur in the social media environment, such as the technical challenge of integrating databases, the preference for pragmatic rather than complex solutions and the lack of relevant analytical skills. Overall, a gap has emerged between marketing theory and practice. While segmentation is far from obsolete in the age of the social customer, it needs to adapt to reflect the characteristics of the new media.

Item Type:Article
Divisions:Henley Business School > Marketing and Reputation
ID Code:33910
Uncontrolled Keywords:segmentation, target marketing, positioning, social media
Publisher:Taylor & Francis

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