Digital Marketing: Market Segmentation and Social Media Platforms

This document discusses market segmentation and the use of social media platforms in digital marketing. It focuses on The Body Shop's targeting of women in Australia and their effective utilization of platforms like Instagram and Snapchat.

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STUDENT DETAILS

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Table of Contents
Introduction......................................................................................................................................2
Market segment...............................................................................................................................3
Market Segmentations.....................................................................................................................3
 Demographic segmentation:.................................................................................................3
 Behavioral Segmentation......................................................................................................4
 Psychographic Segmentation................................................................................................4
Social media platform......................................................................................................................5
Effectively brand utilization of social platforms.............................................................................6
How effectively the company can conduct operations for their brand............................................7
All social media platforms do not work with all market segments.................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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Introduction
Digital Marketing is the marketing of products or services utilizing advanced innovations,
primarily on the Internet. Digital marketing has transformed marketing mediums since 2012.
Methods of digital marketing are search engine optimization, content marketing, influencer
marketing, social media marketing, display advertising, etc (Cowling 2019). The Body Shop
International Limited is trading in Australia as "The Body Shop" and the company is
incorporated by British cosmetics, skincare and perfume industry. Dame Anita Roddick founded
the company in 1976. Currently, the company is operating in more than 63 countries with over
1,000 products through 3,000 franchised stores globally (Thebodyshop 2019). In this assignment,
there will be a discussion about market segment of the company. The company utilizes the major
social media platforms for targeting their customers like Snapchat, Instagram, Facebook, etc.
Apart from this, conclusion will be made about why social media platforms are not suitable for
all market segments for The Body Shop.

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Market segment
In the market segment of the company they mainly target women in Australia. They target
women population of the brand belongs from the age group of 20-60 years old. Middle and high-
income group people who like to utilize the branded or premium quality products in Australia.
The Body shop effectively and efficiently targets those working women and housewives who
desire to look attractive in their workplace or at home (Chaffey & Chadwick 2019). The products
of the company succor women in keeping their skin warm and rejuvenating. Apart from this, the
targeted audience likes the product line of The Body Shop because these products help in
keeping the elasticity of the skin by preventing wrinkles, pimples, keeps fairness and provide
adequate nourishment to the skin (Carlson et al., 2018).
Market Segmentations
Market Segmentation and description of the targeted audience gives the data about the market
and the buyers out there. By segmenting the market, The Body Shop can think about what each
market section needs and needs. At that point, they dissect whether the organization's assets are
sufficient to address those issues and needs. Assets are constrained and this will push the
organization to painstakingly focus to the correct market section.
 Demographic segmentation:
The Body Shop divides its customers based on demographic variables like age, gender,
income group and occupational profile. The company targets the woman who belongs
between 20-60 years (Civicwebmedia 2019). Income profile and family background of
the targeted audience belongs from the middle and upper-middle class group.

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 Behavioral Segmentation:
The marketing manager of the company also divides the customer as per their knowledge
level, loyalty status and attitude towards the skincare products. The company believes
that behavioral segmentation is the ultimate point to trigger for establishing market
segments. Here, the company looks for those who always look forward for maintaining
healthy skin and a person who wants to use the organic product. For satisfying the need
for behavioral segmentation, the company uses seaweed, sugarcane, aloe vera, honey, tea
trees, etc (Cowling 2019).
 Psychographic Segmentation
Under this, the company classified market segments based on their personality, attitude,
values, interest, lifestyle, self-image, etc. In Australia, people consider that using branded
products are good for their skin as well as it will enhance their self-image among society
(Dolnicar 2018).

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Social media platform
The Body Shop represents themselves in Australia over social media with a reliable brand voice,
and style. The Body Shop's image persona is depicted as positive, happy, mindful, humane,
socially dependable, perky, sympathetic (where suitable), respectful and professional. The
company only on focus on one specific platform but their marketing team focus on all the major
platforms like Instagram, Snapchat, Facebook and YouTube. People from three market
segmentation are Demographic, Behavioral and Psychographic segmentation. The targeted
audience who belongs to these three segmentation mainly uses all the major social media
platforms (Dolnicar 2018). It is not like that targeted audience from demographic segmentation
only uses Instagram while the targeted audience from behavioral segmentation only uses
Snapchat (Naturalcosmeticlover 2019).
All targeted segmentation uses all the platform. Specifically, we will target the major social
media platform that is “Instagram” because in Australia, women between 20-60 are using
Instagram for more time than Snapchat or so on. Apart from this, the company can also publish
their advertisement on the others social media platforms like Facebook, YouTube, Pinterest,
Twitter, Google Plus and Instagram. On the entire digital platform, the company incorporates
influence marketing tactics. Under these tactics, they chose those people who have a large
number of followers (between 0.5 to 1 million and above) and then they ask them to conduct the
product review, promote and advertise the products among the targeted audience (Shareef et al.,
2019). Reason behind specifically targeting Instagram is that there are over 9,540,000 active
Instagram users in Australia as per the statistical data published in October 2018. This accounted
the complete of 37.7% entire Australian population. The majority of them are women.

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Effectively brand utilization of social platforms
 Facebook: Marketing managers use the share function of Facebook. Under this function,
they share the product information in the beauty and health category over various pages.
Like: people who have followed beauty and health page, get the consistent information
for The Body Shop’s products whenever they will access their newsfeeds (Standberry
2019).
 YouTube: People who search for healthy beauty and skincare products available in
Australia get relevant search results. Among the search results, they majorly get product
reviews. People who love The Body Shop’s products or channel owners who get paid by
the marketing manager for conducting reviews give their feedback for the product by
making videos (Tusa 2019).
 Pinterest: The focus of Pinterest is on tips, DIY and aesthetics. People share their reviews
and feedback for the product. The company keeps its image positive by offering quality
and premium products in the market.
 Instagram: The company shares beautiful and artistic images over Instagram that are
related to the products. Influence marketing tactics help in establishing an effective and
efficient image of the company among Australia social media. Under the influence
marketing technique, marketing managers target those profiles who have a large number
of followers, ask them for posting images and their personal experience with the product
(Carlson et al., 2018).
 Twitter: Tweeting on trending beauty topics and hashtags are the prime focus for the
company.

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How effectively the company can conduct operations for their brand
While choosing the specific social media platform the company should set its order priority.
Under this, they should set the platform one by one and describe that on which platform they
majorly need to focus on fascinating their targeted audience. In Australia, people who have an
active profile on social media have their profile on at least two platforms among all the platforms
described above (Chaffey & Chadwick 2019). Australian influencer has the habit to speak or
conduct product review for minimum 3-4 products in the week. By considering all such points,
the company is required to set its order priority. It is essential because more than 60% of the
shopper make the purchases by taking recommendations found on social media and by seeking
other people’s profile.
1. Instagram
2. Youtube
3. Snapchat
4. Pinterest
5. Facebook
6. Twitter
The reason behind setting this order priority is that in Australia people search YouTube for
taking advice very frequently. They can get a detailed description of the benefits of the product
with methods for how to apply the cream accurately on skin. After that, people have the habit to
scroll their Instagram feed whenever they get a little free time like office break, before sleeping,
traveling in metro's, etc. Australian people have become an addict for posting every thing

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through Snapchat in real-time (Civicwebmedia 2019). So, The Body Shop can promote its
products on the storyline of Snapchat for fascinating the product. After that, they should focus on
Pinterest, in this application people comment on their actual reviews and feedback. So, it should
be prioritized carefully because if any negative comment is published then it can ruin the brand
image. In Australia, people reduce their time on using Facebook thus it is prioritized according to
this.

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All social media platforms do not work with all market segments
Yes, indeed, all social media platforms do not work with all the market segments. In Australia,
targeting audience of the company include women age between 20-60 years who belongs from a
middle and upper-middle-class family. Elder women prefer to use Twitter and Facebook more,
on the other hand, younger women prefer to use Instagram and Snapchat (Lewnes & Keller
2019).
Another reason it targeted audience who are serious about earning knowledge and getting the
real-world update is more likely to be connected with Pinterest rather than Instagram, while
women who prefer friendly lifestyle are more likely to use Instagram, Snapchat and Facebook
(Dolnicar 2018). Thus, it has been concluded that all the social media platform does not work for
all market segmentations.

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Conclusion
It has been concluded that the targeted audience of the company mainly targets women who
belong from the age group of 20-60 years. Now, the company is making products for the men as
well but their prime target audience is the women of the Australian region. They have three
market segmentation which includes demographic segmentation, behavioral segmentation and
psychographic segmentation. A digital platform that The Body Shop uses for advertising and
promotion is Facebook, YouTube, Pinterest, Twitter, Google Plus and Instagram.

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References
Carlson, J, Rahman, M, Voola, R & De Vries, N 2018, ‘Customer engagement behaviours in
social media: capturing innovation opportunities’, Journal of Services Marketing, vol.32, no. 1,
pp. 83-94.
Chaffey, D & Chadwick, F 2019, Digital marketing, London, Pearson.
Civicwebmedia 2019, How many Australian use social media in 2019, viewed on 9th September
2019 <https://www.civicwebmedia.com.au/australias-most-popular-social-media-sites-2019/ >
Cowling, D 2019, Social Media Statistics Australia Jaunuary 2019, viewed on 9th September
2019 <https://www.socialmedianews.com.au/social-media-statistics-australia-january-2019/>
Dolnicar, S, Grün, B & Leisch, F 2018, Market Segmentation Analysis, Segmentation Analysis,
Springer, Singapore.
Kushner, D 2015, Why Segmentation is important for social media measurements, viewed on 9th
September 2019 <https://www.socialmediatoday.com/content/why-segmentation-important-
social-media-measurement>
Lewnes, A & Keller, K.L 2019, ‘10 Principles of Modern Marketing’, MIT Sloan Management
Review, vol. 60, no. 3, pp. 1-10.
Naturalcosmeticlover 2019, Consumer Analysis of The Body Shop, viewed on 9th September
2019 <https://naturalcosmeticslovers.wordpress.com/xxxxxxxxxxxxx/the-body-shop/consumer-
analysis-of-the-body-shop/>

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Shareef, M.A, Mukerji, B, Dwivedi, Y.K, Rana, N.P & Islam, R 2019, ‘Social media marketing:
Comparative effect of advertisement sources’, Journal of Retailing and Consumer Services, vol.
46, no. 1, pp. 58-69.
Standberry, S 2019, The best social media platform for social media marketing in 2019, viewed
on 9th September 2019 <https://www.lyfemarketing.com/blog/best-social-media-platforms/>
Thebodyshop 2019, The Body Shop, viewed on 9th September 2019 <
https://www.thebodyshop.com/en-au/?gclid=CjwKCAjw-
7LrBRB6EiwAhh1yX2zhPhdoAbBRsu56EfLAnFlpea-pZEOlvVYO4ZD-
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