Approaches through social, economic and individual factors, such as brand loyalty, have been considered[7] along with the more widely recognized geographic, psychographics, demographic and behavioral variables proposed by Philip Kotler.
[9] The two approaches give the business an idea for the future profitability of a segment, and the tendencies and behaviours it portrays.
The first approach gives them an idea on the future growth of the segment, and whether its investment outcome is worthwhile.
Both approaches can benefit from elements of the other and, in most situations, work well in unison with each other when determining a profitable and defined segment.
[11] Behavioural targeting is a product of this change, and focuses on the optimization of online advertising and data collection to send a message to potential segments.
[10] For example, someone consistently accessing photography based searches is likely to have advertisements for camera sales appear, due to the cookie information they deliver showing an interest in this area.
[12] Positioning is the final stage in the 'STP' process and focuses on how the customer ultimately views your product or service in comparison to your competitors and is important in gaining a competitive advantage in the market.
Experiential positioning is based around the characteristics of the brands that stimulate the sensory or emotional connection with the customers.