Yes, segmentation can become more targeted if right tools are being used and at the right time

and at the
right media.
“A period of this transformation is evident here, documenting the movement by companies and agencies
from an emphasis on stand-alone traditional elements of communication – such as advertising for
example, to where all elements of communication or promotion are integrated” (Philip J. Kitchen,Inga
Burgmann, 2010)
The segmentations do allow marketing communication to deliver message to defined target market
segment. To make this very thing concrete and effective a marketer should understand the consumer
insights.
Consumer Insights these consumers insights help marketers to understand what makes a person our
immediate customer or our potential customer that must be targeted. It explains the compulsion behind
driving, motivating and compelling individual to consume a product to action and engage in a certain
behavior. It does help a marketer to segment and market effectively.
MPR tools uses Public Relation activities to that are basically designed to support brand’s marketing
objectives. It improves credibility, build value and mitigate negative to controversial campaigns hence
making the campaign stands out. Majors tool to be used here includes Publicity: An earned media, this
very tool can enhance the overall image of a corporate including its respective brands. Corporate
advertising: It include the corporate image advertising; the way Toyota motors does. Event sponsorship:
this tool is highly effective if our targeted segment are athletes like Red bull does. Guerilla Marketing:
This is highly effective tool to create word of mouth; can include innovative pranks and stunts; LG tv
advertisement. Influencers: They provide maximum reach and are very effective and available at low cost
which depends. Advocacy/Mission marketing does integrate socially desirable value into a company’s
business plan, it also provides us with enormous benefits such as strategic focus and greater credibility
amongst customers, example included Dove self esteem fund. Customized Event helps companies to
create their own events rather than collaborating or outsourcing, it helps company to take overall control
of the event and mold the event accordingly and it also creates brand experience.
The existence of Native marketing and Content marketing has played vital role in social media, digital
media and SEO’s success. They are also very helpful in creating strategy for PR purpose. Native
marketing Have you seen “Sponsored post or Paid promotion” on celebrities Instagram pictures with
brands. If yes, then you are fully aware of this marketing. Leo Messi has been given life-time adidas
contract for making ads for adidas. Content Marketing It include user generated content with fans posting
pictures with those brands and share those online. With all these tools and marketing, a marketer can
target the selected segment to the very extent and make important contribution to its overall brand’s
value. Today digital world has led to increased consumer empowerment, the model used got
communicating IMC campaign is known as PESO model. Peso model include four types of media. First
is paid media used to broadcast advertisement or the content. 2md is earned media this comes from the
audience and media as they own this media to the highest extent example include word of mouth. This is
owned media in which a company has authority and overall control to make it run according to their
wished, it includes websites, pages etc. The last but not the least shared media owned by influencer and
partly by partners in this media.
SEO, called search engine optimization also known as online existence of the brand or company, in SEO
there are paid search and unpaid searches, both result in the ranking of the site and the goal is to make is
on the first page. As these sites are compliment to targeted segments because the sites viewers are
controlled by the makes as to show it to the right audience. The online appearance in form of SEO will
help make the potential come and make contact with the site and also with the products listed. The listing
of products used in the website is core to attract the potential, as physical benefits are not enough to
trigger the purchase, there must exist an emotional attachment or relationship mentioned in the listing will
trigger the purchase, moreover the more specific listing would be the more will customer be inclined to
and will ultimately purchased if he found out what he is looking.
Social Media measurements tools are also there to measure the effectiveness of the campaign and will
also tell the marketer where the product stands in terms of success and other factors such as credibility
and importance in customers’ eyes. There are certain goals attached to social media measurements.
Firstly, reputation the reputation possessed by that particular brand is evident of that brand success, if that
product has a repo amongst customer such as being a stylish and sophisticated product the more
customers will be inclined to that product considering they have sophisticated personality too as said by
the element called “liking”. Awareness is the second goal in measuring the effectives of social media, the
more awareness a product has in society or the market the more customers will see that as an alternative
to their products. Thirst goal is money, the affordability is one of the three aspects of products such as
affordability, accessibility and availability, consumers who can afford a certain product will also consider
to buy it and will create a positive word of mouth in the end. Engagement and educations are other goals
as they both create awareness and likeability in consumers’ mind after using it. The more educated a
person is the more he will be making the right decisions and the more he will be aware of terminologies
and the things that usually consumer focus in a product.
Concluding this we can share a verdict that segmentation become more targeted by using right tools and
the tools that are low cost and very efficient and effective to target that certain segment. As different
segments have different media to be used to reap out maximum impacts and results.