Simply put, this is matching a specific audience with a defined and compelling brand message (matching the
Customer Value Proposition to the relevant media for the right audience).
In a world of growing personalisation and media proliferation, the ability to have an on-going dialogue with specific audiences has become critical to ensuring that the most appropriate messages reach their audience.
Internal or external, the ability reach a defined audience is crucial. Positioning and Segmentation also includes a view of what media is consumed by specific customer segments within a target market. Again ensuring focus and impact.
Messaging and segmentation form a key component of the Discovery and Assessment phase of the DARAM process.