What Makes Social Marketing Different?
Audience segmentation is the process of dividing a broad target audience into
more homogeneous subgroups, called audience segments. The purpose of dividing up
an audience into segments is to make your program more effective and to use your
A program developed for the "general public" will likely not be really effective
for any one person or group. But, by tailoring your efforts to a particular
segment, you can greatly improve your effectiveness because you can use the
programming, communication channels, and messages that are most relevant to your
segment. This way, they are more likely to be reached and more likely to pay
attention, creating a more effective program.