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Affinity Impulse
The desire to connect with others and acknowledge relationships in social networks.
Altruistic Impulse
The desire to do good and help others through social media participation.
Behavioral Segmentation
Dividing consumers based on their past or predicted behaviors, such as purchase occasions and usage rates.
Beaconing
A precise location-based marketing technique that targets users within a very small range, often used in retail environments.
Benefit Segmentation
Grouping consumers based on the benefits they seek from products or services.
Buyer Personas
Semi-fictional representations of ideal customers based on market research and real data, used to guide marketing strategies.
Contact Comfort and Immediacy Impulse
The need for psychological closeness and immediate contact with others.
Curiosity Impulse
The drive to seek knowledge and stimulate intellectual interests through social media.
Demographic Segmentation
Grouping consumers based on common characteristics such as age, gender, income, and education.
Geofencing
A location-based marketing technique that targets users within a defined geographic area with ads or offers.
Geographic Segmentation
Segmenting markets by location, including region, country, and climate.
Geotargeting
A broader location-based marketing strategy that targets users within a specified distance from a location.
Mavens
Highly engaged users who are knowledgeable and influential within social media communities.
Minimalists
Users who are least engaged in social media activities.
Personal Utility Impulse
The motivation to participate in social media for personal benefits, such as information or entertainment.
Psychographic Segmentation
Grouping consumers based on psychological traits, including motives, personality, values, and interests.
Social Consumption/Creation Matrix
A framework categorizing social media users based on their levels of content consumption and creation.
Social Currency
The degree to which consumers acquire and exchange knowledge about brands, influencing their engagement and loyalty.
Social Data
Information generated from technology-mediated social interactions and actions online, used for marketing analytics.
Social Footprints
Digital traces left by users during their online activities, which can be analyzed to build consumer profiles.
Social Identity
The part of an individual's self-concept that results from perceived membership in a group, often shaped by online interactions.
Socializers
Users who engage socially and build relationships on social media.
Typology of Social Utility
A classification of social media users based on their propensity to socialize and seek information.
Validation Impulse
The need for self-affirmation and ego support, often reflected in behaviors like sharing personal achievements.
Importance of Consumer Insights
Understanding consumer needs, beliefs, and behaviors is essential for effective social media marketing strategies.
Market Segmentation
The process of dividing a market into distinct groups with common needs and characteristics.
Segmentation Variables
Geographic: Location-based characteristics (e.g., region, climate).
Demographic
Categorical characteristics (e.g., age, gender, income).
Psychographic
Psychological and sociological variables (e.g., values, interests).
Behavioral
Actions and behaviors (e.g., purchase occasions, brand loyalty).
Benefits Sought
Underlying utility or needs driving consumer decisions.
Targeting
Marketers focus on specific segments whose needs align with the brand's offerings.
Digital Segmentation
Consideration of how consumers engage with digital platforms based on lifestyle, personality, and demographics.
Demographic/Firmographic
Grouping by descriptive characteristics such as Age, Gender, Income for consumers and Industry, Size for businesses.
Geographic
Grouping by location such as Region, Country, Market size, Density.
Psychographic
Grouping by psychological variables such as Motives, Values, Organizational culture.
Behavioral
Grouping by behavior such as Purchase occasions, Usage rate, Research patterns.
Benefits Sought
Grouping by utility Needs/Utility, Jobs-To-Be-Done.
Demographic Segmentation
Uses characteristics like age and gender to group consumers (e.g., General Mills targeting Latina moms).
Geographic Segmentation
Segments based on location (e.g., North Face selling parkas in winter climates).
Psychographic Segmentation
Focuses on personality and lifestyle (e.g., GoPro targeting outdoor enthusiasts).
Behavioral Segmentation
Based on consumer actions (e.g., Facebook targeting based on past engagement).
Benefit Segmentation
Groups consumers by the benefits they seek (e.g., FitBit's Reminder to Move feature).
Social Identity
The self-concept derived from group membership and online activities.
Social Footprints
Digital traces left by users that marketers analyze to build consumer profiles.
Affinity Impulse
Desire to connect with others.
Personal Utility Impulse
Seeking personal benefits from social media.
Contact Comfort and Immediacy Impulse
Need for psychological closeness and immediate contact.
Altruistic Impulse
Desire to do good and help others.
Curiosity Impulse
Seeking knowledge and stimulation.
Validation Impulse
Need for self-affirmation and ego support.
Social Consumption/Creation Matrix
Categorizes users based on their content consumption and creation levels.
Attention Seekers
High creators and consumers (influencers).
Devotees
Active brand ambassadors.
Entertainment Chasers
Passive users seeking entertainment.
Connection Seekers
Users focused on socializing.
Typology of Social Utility
Segments users based on their information-seeking and socializing behaviors.
Minimalists
Least engaged users.
Info Seekers
Actively seek information.
Socializers
Engage socially.
Mavens
Highly engaged and knowledgeable users.
Segmentation
Essential for grouping consumers based on similarities to design effective marketing offers.
Consumer Behavior
Understanding motives and behaviors is critical for effective social media marketing strategies.
Segmentation Models
Various frameworks exist to categorize social media users, aiding in targeted marketing efforts.
