Tag: Marketing

Fragmented and segmented

Marketers have had a field day over the last few decades: market fragmented and segmented.

The former is a reality in our pluralistic society. The later, careful study and strategy to go after niche markets.

Microtrend covers this very topic: knitting, teen markets etc…as long as the niche constitutes 1% of the total mass market.

It’s a paradox: while American travel more, buy more online, and outsource more to overseas; foreigners who came FOB ended up clustering in Chinatown, Chicano town etc.. to  insulate themselves culturally.

In my neighborhood, the “turf” and territory have invisible boundaries: one supermarket got turned over from Korean to Chinese owner, both cater to Vietnamese-American.

Next block, you will find a Vietnamese restaurant, struggling to have walk-ins in the middle of a predominantly Hispanic strip mall.

Meanwhile, the “white” folks in mobile-home parks either too old to move away, or couldn’t decide to cash out during the real estate boom (mobile home here was worth more than a house elsewhere), hence missed out the bubble.

Talking about fragmentation.

Being a marketer, mindful of ethnic variety and overseas flavors, I have never stopped being amazed.

Underneath it all, everyone seems to enjoy a loss-leader hot dog at Costco, or Tu-Th Pop Eyes specials.

America and its lowest common denominators.

At the public park, I also notice Asian women still wear hats to avoid skin cancer. No more cone hats (which BTW, were most efficient per material used, heat-preventive and light-weight), but straw and trendy hats Victoria Secret models would wear for summer catalogue.

In short, the process and idea of Americanization is still going strong. New blood are being added daily, if not hourly (at major ports of entry).

But they seem to follow a certain set pattern of acculturation: first outwardly, then internally (bi-lingual households, interracial marriages etc..).

Segmentation divides a map into red/blue states, Southern White, Non-Hispanic White (European American) …Not as easy as just buying a Super Bowl ad, since digital media start taking an increasing larger share of the Ad pie.

In this close election, this point hit home, for the White House or the green house (another micro trend: home-grown organic fresh).

People-people problems

Technical issues can be dealt with, even if we have to farm it out.

People problems, especially when it’s personal, and potentially embarrassing, tend to linger on, and if unresolved and cancerous.

We simply wish they go away.

And they will. When the people died.

Those of us who stand one foot in tech and the other in marketing must understand where our customers are, before we can sell them. Consumer savvy and marketer savoir faire.

When relationships are going well, nothing come close.

We sleep better, eat better and drink more.

Joie de vivre.

It keeps going and going.

We need to work with and through people to achieve great things.

We need people to use our services and products.

And we need people to share our time and lives with .

Unless you want to read the whole library, alone,  the rest of your life.

People who need people.

People who are hurt by people.

And people who think they can do without people.

Learn the basics: their needs and wants, their psychological make-ups,

and even learn through mistakes: what makes them tick.

The thing about people is that they know when we are sincere and trying.

And chances are, because none of us are angels, we will soon forgive the person who pissed us off, since we ourselves are none the better.

I hope things work out for you this day, as mine did.

I could sleep through the night just because people-people problem went away.

Again, we smile at people. Curse them not. Because positivity begets more of the same. Keep your relationship currency balance. And free your emotional reserve to collaborate and to achieve greatness.