Develop and define market segments within target groups to inform social marketing strategies
Overview
This standard is about developing and defining market segments within the target groups that have recognisable characteristics to allow them to be accessed by, and potentially responsive to, the social marketing programmes and interventions. This activity is often carried out to inform the development of a social marketing strategy. However, it is important that the definition of segments is kept continuously under review and refined in response to the results of social marketing activities.
This standard is for professionals in managerial roles who develop and define segments within target groups in order to inform social marketing strategies.
Performance criteria
You must be able to:
- create an integrated social marketing mix strategy with consideration of all appropriate evidence-based tools and theory needed to influence a desired behaviour
- establish and agree with key stakeholders the issues and behavioural challenges to be addressed in the context of social marketing programme
- identify the behaviours of target groups, including their underpinning beliefs, values and attitudes to be influenced
- identify and segment populations and select appropriate, high priority segments
- define the segments and propose these as the basis for testing social marketing activities
- compare the segments with what other colleagues produced in similar areas of work
- identify segments within the target groups with similar characteristics to allow them to be accessed by, and potentially responsive to, the social marketing activities
- identify the characteristics of each segment in terms of their salience and the factors which may influence their beliefs, values, attitudes and behaviours
- collate the current interpretations of data and research findings to identify the characteristics which are common to, or distinguish between, members of the target groups
- assess target groups' characteristics by the relevant methods to inform social marketing strategies
- engage with the target groups and other key stakeholders to test the defined segments
- review and update the definition of the segments in accordance with the results of social marketing programmes and interventions
- identify and resolve any ethical issues arising from the segmentation to avoid omission of particular groups
- apply ethical principles to the conduct of research, developing, implementing and evaluating a social marketing plan
- ensure compliance with the legal, organisational, code of practice requirements and policies relevant to your role, your organisation and the activities being carried out
Knowledge and Understanding
You need to know and understand:
- the behaviours of specific target groups, including their interests, needs, preferences, beliefs, values and attitudes
- how to engage with target groups and stakeholders, including vulnerable and hard-to-reach groups to test the defined segments
- the social marketing compatible marketing mix models
- the importance of market segmentation in relation to social marketing programmes and interventions
- the range of factors which might influence the behaviours, and the underpinning beliefs, values and attitudes, of the target groups
- the mix of activities that may be required to have a beneficial influence on the target groups' beliefs, values, attitudes and behaviours
- the principles, methods, tools and techniques for developing and defining the segments within target groups
- the defined segments for testing the social marketing activities
- the issues and behavioural challenges of specific target groups to be addressed in the context of social marketing programme
- the relevant psychological, anthropological and sociological theories
- the current and emerging trends and developments in the sector internationally, nationally and locally
- the relevant stakeholders, target groups, their diverse interests, needs, abilities and preferences
- why it is important to review the definitions of segments
- the ethical principles of conducting research, developing, implementing and evaluating a social marketing plan
- the legal, organisational, code of practice requirements and policies relevant to your role, your organisation and the activities being carried out
Scope/range
Scope Performance
Scope Knowledge
Values
Behaviours
Skills
Glossary
As used in the standards, "social marketing programme" encompasses longer-term (3 years) programmes, medium-term (1-3 years) campaigns and short-term (<1 year) targeted initiatives.
Stakeholders
These include all those involved in, or affected by, the social marketing strategy and the issues it is seeking to address
Characteristics
There may be many dimensions to these characteristics, including socio-demographic (age, gender, marital/family status, sexual orientation, ethnicity, education, income, social class, working status, geographic location, physical/health status, mobility); behavioural (activities and interests, media usage, behaviour usage,); psychographic (needs, motivations, benefits sought, attitudes, beliefs, influences); dynamic (past and current behaviour in respect of particular social marketing goals, propensity/readiness to change, barriers to change).
Links To Other NOS
External Links
Academic Competencies in Social Marketing developed and approved by International Social Marketing Association (iSMA), European Social Marketing Association (ESMA), Australian Association of Social Marketing (AASM). https://socialmarketing.blogs.com/rcraiiglefebvres_social/2014/09/academic-competencies-for-social-marketing.html
Social Marketing Statement of Ethics: https://www.instructus-skills.org/documents/SM%20statement%20of%20ethics%20FINAL%2006032020.pdf
Global Consensus of Social Marketing Principles, Concepts and Techniques by ESMA, AAS, SMANA, iSMA: https://europeansocialmarketing.org/wp-content/uploads/2017/08/ESMA-endorsed-Consensus-Principles-and-concepts-paper.pdf