Step 1: Analyze Information Gaps
II: Target Audience
Reasons for Segmenting
One reason to segment an audience is to do more with limited resources. While we
hope that dollars are plentiful, in reality, budgets often affect how much you
can accomplish with a particular program. Therefore, it is important to focus
the resources you do have on making a difference for a smaller audience, rather
than spending it trying to reach such a broad audience that your effect on any
one person is minimal.
Another reason to segment is to increase the effectiveness of your program.
CDCynergy offers the following advice: "The more your program strategy can be
tailored to meet an audience segment's unique wants or needs, the more likely
the audience segment will respond positively. This focus on the audience and the
delivery of something of unique value to them is what enhances marketing
effectiveness. Different audience segments will have different wants and needs
so determining which segments to target and how to do so lies at the heart of