Segmentation and Psychographic Profiles in the New Media “Continuum”

Segmentation and segmentation strategy in the hospitality industry vary widely. Even as you identify psychographic profiles and segments for your target customers, keep in mind that there are often sub-segments within larger segments. It’s pretty complex, but Professor Bill Carroll recommends viewing segmentation as taking place within a “continuum”.

Here, Professor Bill Carroll from Cornell’s School of Hotel Administration discusses market segmentation in depth. This video is part of eCornell’s free online course Marketing the Hospitality Brand through New Media: Social, Mobile & Search. This course is your virtual toolkit for driving revenue through new media. It’s 100% free. 100% online.