How STP marketing works: the benefits of the approach
STP marketing involves working in three areas: audience segmentation, targeting and positioning. This approach focuses on the consumer, connected through effective communication across multiple digital channels. Thanks to the STP model, professionals can develop and deliver personalised and maximally relevant messages to customers.
With STP, it is possible to analyse a broad target audience and find out how different segments react to different products or elements of the same product. This allows you to choose the right positioning strategy that will work for different categories of customers.
Where to start with STP marketing?
Conducting an STP marketing analysis involves three key aspects:
1. Segmentation. It allows you to divide the target audience into different groups to communicate the product and its benefits more effectively. Consumer segmentation can be by several categories, including demographics, psychographics, behaviours, lifestyle, etc.
2. Targeting. After segmenting the audience, it is necessary to select the most important segments for the marketing strategy. It is for them that the targeting will be developed. In order to do this, you can use the PESTLE analysis or any other strategic planning tool. The most effective targeting will be to one segment, but with proper optimisation of processes, several consumer groups can be involved.
3. Positioning. At this stage, consumers’ key characteristics, pain points, motivations and behaviours become clear. It is now necessary to establish an effective relationship with the brand for the selected segments of the target audience. The work begins with creating a positioning map, which helps analyse the company’s place in the market and assess its competitors.
STP marketing features
The STP approach helps to determine the most effective way to communicate marketing messages. Positioning is essential here, as it allows you to identify the aspects consumers want to see in the brand and its products. This eliminates techniques that do not deliver the desired result. For example, a positioning map highlights the strengths and weaknesses of competitors, which you can use to develop your own marketing strategy.
In today’s market, personalisation is key, and STP marketing allows you to find the best approach for each consumer, demonstrating a high level of service. The STP model can become part of any strategy, enabling you to study your customers better and build a long-term relationship with them. In addition, the data obtained through this approach can be the basis for a comprehensive study of the market, trends and changes in consumer behaviour. STP marketing is suitable for promotion through various digital channels, email or social media.
