An umbrella review of the use of segmentation in social marketing interventions

Drawing on evidence from a series of five systematic literature reviews, this umbrella review aims to understand the extent to which segmentation is employed in social marketing interventions. Ninety-three unique social marketing interventions were included in this umbrella review. We identified limited reported use of segmentation in social marketing interventions, with only a handful of social marketing interventions (16 %) reporting the use of segmentation. Further, the majority of social marketing interventions reporting segmentation limited program differences to one P: adaptation of promotional materials. Importantly, interventions reporting using at least four of the social marketing benchmark criteria, at least two out of four Ps, and adapting products rather than just promotional materials to cater to different segments needs and wants were observed to deliver positive behavioural outcomes.