RMG 922 Chapter Notes - Chapter 2: Geo-Fence, Zip Code, Geotargeting

• School: Ryerson University
• Department: Retail Management
• Course: RMG 922
• Professor: Donna Smith

Document Summary

Segmentation and targeting for social media marketing: understanding the needs, beliefs, and behaviours of the target market is key when planning a campaign, social media is a component of an integrated marketing communications (imc) campaign. Geographic segmentation: geographic segmentation, segmenting markets by region, country, market size, market density, or climate, gps technology, a satellite system that provides real-time location and time information, geolocation techniques, geofencing, virtual line around a defined geographic space, ex. Snapchat geofilters: geotargeting, similar to geofencing, parameters are more general (ex. 50 miles from zip code: beaconing, very small range, best for targeting locations within a store. Demographic segmentation: demographic segmentation, common characteristics: age, gender, income, ethnic background, educational attainment, family life, and occupation, understanding how to group similar consumers together. Benefit segmentation: benefit segmentation, group individuals in the marketing universe according to the benefits they see from the products available in the market, benefits sought might be about