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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 42. Power segments deliver powerful results

The shopping and buying habits of highly profitable, high-revenue customers are different. So is the mix of products they purchase. Analyses of customer behavior and attitudes indicates that buyer segments have unique needs and preferences. Once segments are identified, common attributes (psychographic and demographic) help marketers name them. They then target profitable customers at as many touch points as possible, including the media they buy.

Psychographics and demographics are great in traditional marketing. TV, radio, print, and even outdoor are all sold based on demographic data supplemented with psychographics. In online media buying, some larger media properties also have user ...

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