Final answer:
The next step after identifying primary segmentation variables is to identify the market segments to target, develop an overall positioning strategy, and then design a marketing campaign that is tailored to the chosen segments and their decision-making factors.
Step-by-step explanation:
Once you have identified your primary segmentation variables, the next step should be to identify the market segments to target. This process involves analyzing your segmented audience to determine which segment(s) are the most viable and have the potential to meet your business objectives. You must consider factors such as market size, growth potential, competition, and alignment with your company's strengths.
After selecting the segments to target, you then move on to developing an overall positioning strategy that will differentiate your brand in the minds of your target market. This involves creating a unique value proposition that resonates with your chosen segments.
Consider also your audience. Understanding their perspectives, social, cultural, or linguistic factors is crucial in shaping your brand narrative.
Finally, you can design a marketing campaign that communicates your value proposition to your chosen segments using the most effective channels and messaging that align with their preferences and behaviours. Analyze the factors that typically affect a buyer's decision and identify strategies campaign managers use to reach consumers in order to ensure a successful marketing campaign.