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Relationship with company. Campaigns will often be intended to target new contacts or 

existing contacts. But remember, some communications will reach both. Marketers have 

Target marketing 

strategy

Evaluation and selection 

of appropriate segments 

and the development of 

appropriate offers.

Segmentation

Identification of different 

groups within a target 

market in order to 

develop different 

product offerings and 

communications for the 

groups.

Figure 8.14

Stages in target marketing strategy development

Informed by

Segmentation

Identify customer

needs and

segment market

Target marketing

Evaluate and select

target segments

Positioning

Identify proposition

for each segment

Planning

Deploy resources

to achieve plan

Market research

and analysis of

customer data

Demand analysis

Competitor analysis

Internal analysis

Evaluation of

resources

• Market segment definition

• Persona development

• Customer experience requirements

• Target segments

• Select online targeting

• Customer life cycle targeting

• Online revenue contribution

for each segment

• Online value proposition

• Core brand proposition

• Life cycle brand development

and proposition messaging

• Online marketing mix

• Online marketing mix

• Restructuring

• Automated online customer

contact strategy