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What Is STP in Marketing?

Effective marketing involves getting the right message to the right people. That’s why STP marketing is a tool marketers often use to ensure their messaging is directed at the right audience and communicated in a way that entices them to heed a call to action. 

So what does STP stand for in marketing? STP in marketing stands for segmentation, targeting, and positioning. These three basic steps dictate how marketers can identify the right customers, serve them the right messaging, and give them the information they need for successful targeting

  1. Segmentation: First, marketers use marketing analytics to create specific segments of a target audience based on predetermined criteria. The marketing department could choose to segment the audience based on demographics, geography, purchasing frequency, or even by lifestyle characteristics like hobbies. 

  2. Targeting: Once you have divided your audience into different segments, you’ll assess those segments. This is necessary in order to determine which segment would be the most profitable to target based on the size of the segment, how willing this segment would be to purchase your product, and how well you’ll be able to reach this segment of the audience with marketing channels available to you. 

  3. Positioning: Finally, positioning involves creating bespoke messaging designed for the segment you’ve chosen to target. This messaging should set your product or service apart from your competitors and push your targeted segment to purchase. Once you’ve determined the target segment, you can create just the right mixture of marketing activities to turn them into customers. 
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Benefits of STP marketing

STP in marketing should make tailoring your marketing communications simpler and more effective. Rather than creating generic messaging designed to appeal to large swathes of people, you’re creating personalized messaging that should hopefully appeal to the niche you’ve chosen to focus on. This should result in higher engagement with the target audience and more sales converted in the marketing campaign. 

As is the case with many marketing processes, STP in marketing relies heavily on robust marketing analytics that gives marketers the ability to create those segments and analyze them accurately. Marketers will need marketing analytics software that can drill down into specific demographic and behavioral details. This will help them create the most effective marketing campaigns.