Emerging segmentation practices in the age of the social customer

  title={Emerging segmentation practices in the age of the social customer},
  author={Ana Isabel Canhoto and Moira Clark and Paul Fennemore},
  journal={Journal of Strategic Marketing},
  pages={413 - 428}
This paper reports on an exploratory study of segmentation practices of organisations with a social media presence. It investigates whether traditional segmentation approaches are still relevant in this new socio-technical environment and identifies emerging practices. The study found that social media are particularly promising in terms of targeting influencers, enabling the cost-effective delivery of personalised messages and engaging with numerous customer segments in a differentiated way… Expand
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