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Segmentation in Social Marketing pp 77–92Cite as

Segmentation in Social Marketing: Five Steps to Success

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Abstract

Understanding your target audience through the application of segmentation may help to design better consumer-oriented solutions rather than pursuing overgeneralised one-size-fits-all approach/es. However, market segmentation remains one of the least applied social marketing benchmark criteria to date. This chapter introduces a five-step process for how to conduct segmentation in a social marketing context. A sequential process to apply segmentation in social marketing is suggested: (P) Priority identification, (A) Analyse, (D) Describe, (A) Assess, and (T) Target (PADAT). A case study application follows to showcase the implementation of the five-step process.

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Authors and Affiliations

  1. Griffith University, Queensland, Australia

    Timo Dietrich

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  1. Timo Dietrich
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Correspondence to Timo Dietrich .

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Editors and Affiliations

  1. Griffith University, Brisbane, Australia

    Timo Dietrich

  2. Griffith University, Brisbane, Australia

    Sharyn Rundle-Thiele

  3. Griffith University, Brisbane, Australia

    Krzysztof Kubacki

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Dietrich, T. (2017). Segmentation in Social Marketing: Five Steps to Success. In: Dietrich, T., Rundle-Thiele, S., Kubacki, K. (eds) Segmentation in Social Marketing. Springer, Singapore. https://doi.org/10.1007/978-981-10-1835-0_6

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