by Raquel Guico
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Market Segmentation is defined as targeting a specific group or audience and is vital for a healthy ROI. Notice how we see more “Christian” offers on the Net these days? From Christian mortgage to Christian debt consolidation to Christian dating, there are many offers targeting the Christian community. Frank Breeden, head of the Christian Music Trade Association, considers Christian community segmentation a breakthrough. Christian beliefs have historically been very controversial in many corporations with generally accepted taboos of mixing religion with commercial ventures. The Net proves this has changed.
In a world of mixed messages and faded ethics, Christians need a solid foundation more than ever. There is a measurable trust among Christian believers when they are presented with Christian offers. Businesses catering to Christians target this audience, knowing that this strategy will bring sales and help their bottom line.
As companies are driven to be more creative and interactive, Performance-based marketing is a strategy that performs well. One example is campaign optimization geared towards Christmas. Consumers, already in a purchasing mindset due to the holiday season, are more likely to respond to holiday-themed offers. Whether these offers are in mortgage, debt consolidation or dating categories, adding a “Christian” spin to creative and landing pages is the key to higher conversion rates. Result: greater profit.
Niche marketing and segmentation is nothing new. The Internet has accelerated the development of technology that effectively targets customers by demographics and behavior. When advertisers find a niche where their customers are most responsive, resources should be concentrated to target this niche. That’s the very reason why messages targeting Christian mortgages, debt consolidation and dating are succeeding on the Net today. An audience that relates to specific offers, perhaps even anticipates them, is much more likely to act on the message. And that is why more companies will develop a more targeted product mix.
Raquel Guico
Director of Affiliate Marketing
YFDirect Network
yfdirect.com
t: 650.810.1355
f: 650.810.1300
e: rguico@yfdirect.com
AIM/YIM: raccks
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Nice piece Raquel, it would be great if marketers that decided to market to the "Christian' niche would do a little homework and make sure that what they are pushing to the "Christian" segment actually matched up with the values of their audience.
I am continually dismayed with the number of offers that I see that are predatory to a Christian audience. Christian Payday Loans? Christian Dating offers put forward by companies that cater to swingers, etc.
Yes, there is money to be made in the "Christian" niche, but at what cost? The increase in conversion that you talk about in many cases results from a sense of false trust generated by a merchant who placed a cross and a poorly chosen piece of Scripture on their "christian-" domain and went fishing.
There are legitimate Christian offers from Christian companies in Christian networks. I urge affiliates interested in marketing to this segment to do some research and find the bona fide Christian merchants.
God Bless,
Wade Tonkin
www.christianaffiliatemarketers.com
Posted by: Wade Tonkin Date: November 21, 2007
URL: http://christianaffiliatemarketers.com
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