During the many years of digital activity, marketers have been dealing with the targeting issue. The first and fundamental question was – what audience should I focus on in order to ensure a good Return On Marketing Investment – ROMI. Professionals whom we have met over the past few years, expressed concern that even in the current digital age – seemingly quantified and accurate – investing in marketing is not necessarily done efficiently and economically.
The Passionate Segment
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 Passionates are people who are especially keen about a certain category (not about any specific brand but for the entire category). For example, people who are passionate about cosmetics, fashion, health, soccer, cars, natural products, electronics and gadgets, etc.
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 Passionates 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 Passionates will always be open to purchase new products – 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 targeted social media and search engine campaigns (Facebook and Google have all the required intelligence 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 if you are active in the areas that are relevant to your Passionates and / or in e-commerce it is time to –
Implement a Passionate Segment First strategy.
Dedicate your efforts to building your “Passionates’ cluster” which is attracted to your category, and set up a series of product offers with added value. It’ll pay off.