Comments on: In Communities: Forget Market Segments – Embrace Consumer Tribes http://www.emergencemarketing.com/2009/03/05/in-communities-forget-market-segments-embrace-consumer-tribes/ Thoughts on marketing, innovation, social networking, new products and the impact of technology on all those thingies Tue, 23 Apr 2013 18:43:29 +0000 hourly 1 http://wordpress.org/?v=3.4.1 By: Craig http://www.emergencemarketing.com/2009/03/05/in-communities-forget-market-segments-embrace-consumer-tribes/comment-page-1/#comment-3047 Craig Mon, 09 Mar 2009 22:50:08 +0000 http://www.emergencemarketing.com/?p=1199#comment-3047 This approach makes all kinds of sense. Seems like measuring behavior would be important, not just pigeonholing (weightlifters "all" do this, mom's "all" do this). This approach makes all kinds of sense. Seems like measuring behavior would be important, not just pigeonholing (weightlifters “all” do this, mom’s “all” do this).

]]> By: Jen van der Meer http://www.emergencemarketing.com/2009/03/05/in-communities-forget-market-segments-embrace-consumer-tribes/comment-page-1/#comment-3029 Jen van der Meer Thu, 05 Mar 2009 15:51:51 +0000 http://www.emergencemarketing.com/?p=1199#comment-3029 You know, I used to believe the same thing until my clients wanted to run their segmentation screeners on the communities I was managing. At first I resisted - why run a diagnostic designed to separate people into behaviors and types when we have actual, real people talking to each other in realtime. But once we started to connect segmentation to the communities, it increased the value of the community in the minds of the more traditional brand, marketing, and research people on the client side. They finally realized this very point - rather than creating strategies and tactics around fictional customer profiles, here they had access to them, in real time. You know, I used to believe the same thing until my clients wanted to run their segmentation screeners on the communities I was managing. At first I resisted – why run a diagnostic designed to separate people into behaviors and types when we have actual, real people talking to each other in realtime.

But once we started to connect segmentation to the communities, it increased the value of the community in the minds of the more traditional brand, marketing, and research people on the client side. They finally realized this very point – rather than creating strategies and tactics around fictional customer profiles, here they had access to them, in real time.

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