Recently updated on July 16th, 2025 at 11:59 am

The age we live in has led to shortened attention spans and overcrowded channels. The best way for your company to stand out is through clear, targeted communication, as without it, messages can get lost in the digital space.

To create effective marketing communications that produce clarity, you can implement the STP (segmentation, targeting, positioning) framework.

What is the STP Framework?

The STP framework is a customer-centric marketing model that helps marketing teams deliver more focused and relevant campaigns. It involves segmenting a business’s audience into distinct groups, targeting the most valuable or relevant segments, and positioning the brand effectively to meet their needs. 

By using data and market research, the STP framework ensures that communications are tailored, strategic, and aligned with both business goals and audience expectations.

Let’s unpack how these elements work together to create strategic communications:

Segmentation: Know who you’re talking to

At its core, segmentation means understanding your broader audience by identifying patterns or similarities (like demographics, online behaviours, values, or pain points) and grouping customers accordingly.

This step helps marketing teams avoid one-size-fits-all messaging by recognising that not all customers think, act, or buy the same way. For example, a software company might segment its audience into IT managers, small business owners, and enterprise decision-makers; each segment having unique needs and communication preferences.

Targeting: Choose who to focus on

Now that your audience is segmented, the next step is to identify which group(s) offer the most value to your business. These are the customers who are more likely to convert, become brand advocates, and contribute to your growth. Effective targeting ensures you’re directing your marketing communications and budget towards the right people.

Here are a few criteria to help guide your targeting decisions:

• Audience Size: While larger audience sizes often lead to higher sales, this isn’t a one-size-fits-all rule. It depends entirely on the industry. For example, a mass-market brand like Coca-Cola benefits from targeting a broad audience, while a niche financial services provider like Investec focuses on a more selective, high-value segment.
• Profitability: Consider the potential revenue or lifetime value each segment can generate. Some customers may purchase frequently or have higher average order values.
• Accessibility: Can you effectively reach this audience through your available marketing channels (social media, email, paid ads, etc.)?
• Compatibility: Does the segment align with your brand values, product offering, and business goals? Targeting should feel natural, not forced.

Positioning: Define how you want to be perceived

Using the information you’ve gathered from the previous elements, your segmented audiences and chosen target markets, you can now craft messaging that clearly communicates your value and sets your brand apart.

A helpful tool in this process is the positioning map (or perceptual map). It allows you to visually plot your brand against competitors based on key attributes that matter to your audience, such as price, quality, innovation, or customer service. This also helps uncover gaps in the market and clarify where your brand fits in the customer’s mind.

There are a few common positioning strategies businesses use:

• Quality-Based Positioning: Emphasising premium craftsmanship or high standards (e.g., Apple markets its products as sleek, innovative, and premium).
• Price-Based Positioning: Competing on affordability or value for money (e.g., retail brands like Massmart).
• Problem/Solution Positioning: Focusing on how the product solves a specific customer problem (e.g., Grammarly positions itself as a writing assistant for clarity and accuracy).
• Lifestyle Positioning: Aligning with a customer’s identity or values (e.g., Nike inspires through performance and empowerment).

Choosing the right position means your business can communicate with clarity, resonate more deeply with its ideal customer, and remain distinct in a crowded marketplace.

The key to successfully applying the STP framework (or any marketing strategy) is to understand your audience. Doing this first allows you to practice customer-centricity in every marketing communication and, above all, it creates better customer experiences, which lead to business growth.

At Digital Doorway, we specialise in creating compelling and targeted campaigns that help your brand stand out in the digital marketplace. Contact us to discover how we can assist you.