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How have digital technologies disrupted traditional approaches to market segmentation in the creative and media industries?
Member rating: No Rating | Words: 2453 | Submitted: Mon May 05 2008
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Contents Introduction.................................................................................p. 3 Traditional Segmentation..................................................................p. 4 Postmodern Theories of Identity...........................................................p. 6 Market of One..................................................................................p. 7 Tribal Marketing..............................................................................p. 9 Push & Pull Marketing......................................................................p. 10 Segmenting Markets in the Creative and Media Industries............................p. 12 References..................................................................................p. 15 Introduction The aim of this essay is to identify ways in which digital technologies such as the Internet and on-demand TV have changed the approaches to market segmentation in the creative and media industries. This essay will examine the traditional ways of segmentation as opposed to postmodern theories of identity and new ways of segmenting customers. Namely, the concepts of individual marketing and tribal marketing are discussed thereafter. These concepts are intrinsic to segmentation using digital technologies. Also, a closer look will be taken at the 'push' and 'pull' marketing concepts and their feasibility and effects, and finally, the different ways in which marketers can target their segments in the creative and media industries using digital media are analysed. Traditional Segmentation Traditional market segmentation... ..."is designed to...
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