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Glossary Tags: positioning

What is positive positioning

Positive positioning is a marketing strategy that involves positioning a brand, product, or service in a positive light in the minds of consumers. This can be done through a variety of tactics, such as highlighting the benefits and unique features of the offering, using positive language and imagery in marketing materials, and emphasizing the brand’s values and commitment to quality.

Positive positioning is important because it can help to create a favorable impression of a brand in the minds of consumers, which can lead to increased brand loyalty and sales. It is often part of a larger brand positioning strategy, which aims to differentiate the brand from its competitors and create a clear and compelling value proposition for the consumer.

What is a persona

A persona is a fictional character that represents a specific segment of a company’s target audience. Personas are created by gathering and analyzing data about the characteristics, behaviors, and motivations of a target audience, and then using that information to create a detailed profile of a hypothetical person.

Personas are often used to help businesses understand their target audience more deeply and create more targeted marketing campaigns. For example, if a business is targeting young, tech-savvy consumers, they might create a persona named “Mike,” who is a 25-year-old software developer with an interest in the latest gadgets and technologies.

By creating personas, businesses can better understand the needs and preferences of their target audience and create marketing messages that are more relevant and effective.

Can real people be interviewed instead of just fictional characters?

Yes, real people, that match the persona’s characteristics, can be interviewed. This method requires more time, and has higher costs, but it can bring much more value and information that otherwise it would be very difficult to be aware of.

What is targeting?

Audience targeting refers to the practice of identifying and targeting specific groups of consumers within a larger market. This can be done for a variety of purposes, such as to increase the effectiveness of advertising campaigns, to better understand customer behavior, or to tailor products or services to specific segments of the market. Audience targeting can be based on a wide range of factors, such as demographics, location, interests, and behavior. It is often used in digital marketing, where it can be accomplished through the use of cookies, retargeting, and other technologies.

Which are the elements upon which targeting is decided

Targeting is typically based on a variety of factors, including demographics (such as age, gender, income, education, location), interests and behaviors, and other characteristics that may be relevant to the product or service being advertised.

Some examples of elements that are often used in targeting include:

Demographics: Age, gender, income, education, occupation, location

Interests and behaviors: Purchase history, online activity, hobbies, lifestyle

Psychographic characteristics: Personality, values, attitudes, interests

Contextual factors: Time of day, location, device type

The specific elements that are used for targeting will depend on the goals of the advertising campaign and the characteristics of the target audience.

What is segmentation

In marketing, segmentation refers to the process of dividing a market into smaller groups of consumers who have similar needs or characteristics. This can be based on various criteria, such as demographics (age, gender, income), geographic location, behavior, and more.

Segmentation allows businesses to create targeted marketing campaigns that are more likely to be relevant and effective for specific groups of consumers. For example, a business that sells sports equipment may segment their market based on the type of sport that the customer is interested in, and create separate marketing campaigns for each segment.

Segmentation is an important part of the marketing process because it allows businesses to better understand their target audience and tailor their marketing efforts to meet the needs and preferences of specific groups of consumers. This can lead to more effective marketing and increased sales.

What is repositioning

In repositioning, a company attempts to alter the way in which a product or service is perceived or understood by the target market. Reasons for repositioning a product / service can vary from, wrong targeting, to economic or cultural changes, and many more.

Why not discontinue a product / service and choose to reposition it

Repositioning a product / service is not the only option. Many companies decide to discontinue a product or service or launch a new one, instead of repositioning the existing one.

What does product launch include?

Product launch is not a single event, rather than a group of actions / decisions that need to be taken in order for a product / service to be successful. The right problem to be solved has to be identified and the solution to this problem has to be served all the time, the right audience has to be targeted and create a product / service that solves a specific problem for them, to identify the right goals, set the right metrics to measure performance.