Segment of One Marketing and Consumer Behaviour

Abstract

The 'Segment of One' marketing describes tracking the task and preferences of a solitary possible customer then customizing items or advertisements for that individual according to their habits. The research suggests that when a person senses a business being respectful or trying to comprehend their problems, the individual begins to move along the engagement journey from interest to commitment. It's evident that clients are showing an increasing inclination for brands to adopt a more personalized approach towards them. To connect with the future generation of customers, marketers must think about the next generation of client interaction and what that indicates in practice. Segment of One marketing has been very easy to use in today's era because of the new opportunities opening due to the widespread use of internet that is allowing companies to collect data throughout multiple sources. In this chapter, an attempt will be made to recognize some of the most effective methods being adopted by the top companies under this Segment-of-One marketing in order to drive business growth.

Co-Creation Building Power on Social Media: Can Influencers or Viral Campaigns do it for Marketing Performance?

“…The results of this research support the findings of Puriwat & Tripopsakul (20210, Cheung et al (2022), Ozuem & Willis (2022), and Kaur et al (2023).…”

“…However, based on research results, the use of viral campaigns can contribute to the cocreation building power of MSEs themselves (Oktaviani & Wahyuni, 2022;Kuswibowo & Darmawan, 2022;Motoki et al, 2022;Erwin et al, 2023b). Campaigns that go viral tend to invite active participation and interaction from consumers (Puriwat & Tripopsakul, 2021;Kaur et al, 2023). Engaging in viral content or ideas opens up opportunities for co-creation where consumers can contribute to further product or service development (Erwin et al, 2023b).…”

“…This creates a strong foundation for sustainable co-creation as involved consumers tend to be more open to contributing to further development (Sohaib et al, 2023;Brown et al, 2024). Therefore, viral marketing campaigns can act as an initial trigger for Co-Creation, Building Power for Micro and Small Enterprises by driving consumer participation and building engaged communities (Dobele et al, 2005;Grewal & Chahar, 2013;Puriwat & Tripopsakul, 2021;Kaur et al, 2023).…”

“…The main focus of co-creation is the collaborative process between business actors and consumers to develop new products or services (Pham et al, 2023;Mathialagan & Kuthambalayan, 2023). This differs from the primary goal of viral 11 marketing campaigns, which focuses on spreading messages or content quickly and widely (Kaur et al, 2023;Erwin et al, 2023b). Co-creation also requires time, resources, and active involvement from consumers, which may be inconsistent with the rapid and often unplanned nature of viral marketing campaigns (Barile et al, 2021;Sohaib et al, 2023;Brown et al, 2024).…”