consumer segments vs tribes

Tribes Segments The groups are… • Mutually exclusive • Clearly defined • Homogeneous • Bound by similar characteristics • Not mutually exclusive; may even be inter-connected • Not clearly defined • Heterogeneous • Bound by consumption behaviour and shared experiences Group membership is… • Easy to determine • Consumers do not choose which segment they belong to • Static • Membership of the tribe is hard to determine • Consumers choose which tribes they belong to • Fluid Loyalty is established through… • Frequent, consistent, and personalised interactions between firm and consumer • Interactions between consumers (which may or may not be facilitated by the brand) Brand adds value by… • Solving problems • Connecting consumers and enabling experiences Adapted from: Cova, B. and Cova, V. (2002) Tribal marketing: The tribalisation of society and its impact on the conduct of marketing. European Journal of Marketing, 36 (5-6), pp.595 - 620 Dahl, S. (2015). Social Media Marketing - Theories & Applications. London, Sage. © Ana Isabel Canhoto, 2016

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TribesSegmentsThegroupsare… • Mutuallyexclusive

• Clearlydefined• Homogeneous• Boundbysimilarcharacteristics

• Notmutuallyexclusive;mayevenbeinter-connected

• Notclearlydefined• Heterogeneous• Boundbyconsumptionbehaviourand

sharedexperiences

Groupmembershipis… • Easytodetermine• Consumersdonotchoosewhich

segmenttheybelongto• Static

• Membershipofthetribeishardtodetermine

• Consumerschoosewhichtribestheybelongto

• Fluid

Loyaltyisestablishedthrough… • Frequent,consistent,andpersonalisedinteractionsbetweenfirmandconsumer

• Interactionsbetweenconsumers(whichmayormaynotbefacilitatedbythebrand)

Brandaddsvalueby… • Solvingproblems • Connectingconsumersandenablingexperiences

Adaptedfrom:Cova,B.andCova,V.(2002)Tribalmarketing:Thetribalisationofsocietyanditsimpactontheconductofmarketing.EuropeanJournalofMarketing,36(5-6),pp.595- 620Dahl,S.(2015).SocialMediaMarketing- Theories&Applications.London,Sage.

©AnaIsabelCanhoto,2016

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