This is a new segment underlining a new work concept that will change the marketing world in the coming years. It is a new approach which attempts to address the issue by concentrating all activities on one segment. The Passionate for online shopping are people who are especially keen about this category (not about any specific brand but for the entire category).
This focused methodology dedicates every cent of the brand’s marketing budget solely to this one segment. They will spread the word. Why? Because that is what passionate people do.
What are the reasons for directing all of our marketing resources to this segment?
- This target audience will try your products
- They also have the best chances to become returning customers
- The Passionate will read your content
- They will follow your social network activities and pages
- They will distribute your content (this is a field they are passionate about)
- Your category Passionate will always be open to purchase new products and upgrades – with reduced price sensitivity
- It will be much easier to make them your brand and product promoters. Provided that you recognize their value and create a good relationship with them
How do you locate this audience?
It’s easy – through Social groups and targeted activity on social (Facebook , LinkedIn and Google have all the required data on the passionate people), and of course by simple technological means that we can implement in our sites and through them learn about the interests of the users
So it is time to Implement a Passionate Segment First strategy.
Dedicate your efforts to building your “Passionate’ cluster” which is attracted to your category, and set up a series of product offers with added value. It’ll pay off.
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