STP Model

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The STP marketing model -Segmentation, Targeting, Positioning- is a familiar strategic approach. It is one of the most commonly applied marketing models.


This model is useful when creating marketing communications plans as it helps prioritize propositions and then develop and deliver personalized and relevant messages to engage with different audiences. The three-step funnel consists of market segmentation, market targeting, and product positioning.


STP marketing focuses on commercial effectiveness, selecting the most valuable segments for a business and then developing a marketing mix and product positioning strategy for each segment.


As digital technology continues to develop, so do opportunities for segmentation, targeting, and positioning. So, whether you are new to STP or a seasoned veteran, it can be useful to take stock and double-check you're utilizing every chance you get to reach, interact with, convert and engage customers throughout physical and digital platforms.


For more details on the model and specifics of how you might use it check out here.