1. Project Activity #3: Who are my customers?
You and your team members are the founders of a new digital marketing firm that helps organizations in the private, social, and public sectors integrate augmented reality into their marketing strategies. As founders of the firm, it’s your responsibility to develop new clients. Tonight, begin developing a segmentation & targeting strategy for your new digital agency. By the project presentation, you’ll want to identify the segments in the market, which you plan to target, and why. In the case of this B2B sale, understanding your target segment will also require understanding your prospective clients’ target segments, as well.
Consider the potential market for your new firm’s AR application. Brainstorm potential market segments, using the content from today’s lecture & the “Segmentation & Targeting” reading.
Which segmentation variables are most relevant to your segmentation strategy? How will you define distinct market segments? (Exhibit A)
Evaluate the “Who, What, Why” to refine prospective segments & what motivates them. When doing this, consider that your new firm is selling B2B, so your team will need to evaluate your prospective client’s customers and how your AR solution will help your clients better serve their customers. Also, consider the buying approach for the prospective segments. (Exhibit B)
Discuss which of the segment(s) your new firm will target and why. (Exhibit C).
Finally, discuss which marketing intelligence / market research sources you’ll use to test & support your segmentation.
me your notes following class,