Course Overview
Social Marketing Basics
Module 1
Module 2
Module 3
Module 4
Module 5
Module 6

What Makes Social Marketing Different?

Audience Segmentation

Resources

Segmenting Audiences to Promote Energy Balance: A Resource Guide for Public Health Professionals

Audience segmentation is the process of dividing a broad target audience into more homogeneous subgroups, called audience segments. The purpose of dividing up an audience into segments is to make your program more effective and to use your resources wisely.

A program developed for the "general public" will likely not be really effective for any one person or group. But, by tailoring your efforts to a particular segment, you can greatly improve your effectiveness because you can use the programming, communication channels, and messages that are most relevant to your segment. This way, they are more likely to be reached and more likely to pay attention, creating a more effective program.