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 Direct Target Marketing
or Cluster Targeting!
What is Cluster Targeting and Segmentation? In Layman's terms they are the most advanced tools used by Direct Marketers.
Simply put, if your marketing campaign is targeting a specific geographic location by either:
- Province
- City (CMA)
- Census Subdivision
- Forward Sortation Area
- Census Tract
- Enumeration Area
You have just segmented and targeted the first part of your marketing campaign.
The second step would look at demographics (however, remember that these steps can be interchanged depending on the objective you are trying to meet).
With demographics you are looking for certain variables, or customer traits that the majority of your customers have, and from there you can plot all your current customers and potential customers on a map.
Lastly, you will need to determine which type of medium you will use to deliver your message, print, radio, television, or the Internet, and then find out which
organization can deliver your message effectively while maximizing your advertising dollars.
Market Advantage takes this all into account and more, while developing Direct Target Marketing
campaigns, and segmentation strategies for its customers.
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