In Christine Nordhielm's book, Marketing Management: The Big Picture, support for segmentation argues that the more defined an audience is, the more likely you'll be able to convert them all to the attitude/behavior you want them to hold.
I can't help but think how we use this concept in public health initiatives. Instead of the terms "customer definition" and "main variable" we use "cultural competence" and "beliefs" and "barriers/benefits." When we implement a public health program, we segment our audience just as a market does its. The difference is that while a market can go after the single segment it's interested in, a public health practitioner must identify the beliefs, barriers and benefits of each segment and do them all well.
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I don't think that social marketer has to go through a bigger segment just because she is a social marketer. I believe that social marketer can still identify an easier to reach segment and work on it at any point because she also has limited resources to reach the audience.
ReplyDeleteI agree with you Pinar. What I was trying to say is that a marketer is not as concerned with not capturing the entire target audience as a public health practitioner is. It's much worse to not get everyone screened over not getting everyone to purchase Pepsi.
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