Traditional STP segmentation takes a long time, is costly, and has a slow cycle. It is not precise enough and struggles to target consumers effectively through digital media.
With the flourishing of social media, digital consumers are difficult to segment based on simple demographic or consumption behavior logic.
To address common issues in brand consolidation, expansion, and cross-segment marketing, Miaozhen’s Interest Tribes research has developed a “three-step” scientific approach.
Utilize the “Panoramic View of Chinese Consumer Interest Tribes” map and tribe cards to help brands quickly understand the overall landscape and changes within interest tribes.
Based on category consumption behaviors and brand audience characteristics, perform an initial screening of interest tribes. Then, using Miaozhen’s algorithm logic, calculate the primary and secondary tribes that align with the brand’s marketing objectives.
Analyze the basic demographic characteristics, jargon, emotions, interests, product preferences, and behavior scenarios of the target interest tribes. Identify the channels to reach them and develop strategies to engage and resonate with these interest tribes.
Revitalize traditional STP marketing theory by identifying brand interest tribes and developing a new STP strategy for consolidation, expansion, and cross-segment marketing.
With over 200 segmented tribes, we provide a comprehensive view of the market and its trends.
Gain insights into tribe needs and lock in communication strategies for each tribe.
Implement tribe marketing across different platforms and target different audiences.
Miaozhen’s tribe STP solution offers a marketing resource list, guiding brands in selecting media platforms and KOL influencers for each tribe. Additionally, it provides an analysis of the relationships between different media platforms and tribes. Advertisers can use this information to continuously monitor the performance and dynamic changes of tribes on major social media platforms in China. This helps them understand the advantages and characteristics of each platform in relation to tribes and guides tribe communication strategies on different platforms.
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