To do this, marketers need to know their audiences as well as possible.
This is where marketing segmentation comes in because it will allow you to understand the behavior of your audience and divide them into groups that have things in common.
Every consumer has their own interests, so a one-size-fits-all strategy list of azerbaijan whatsapp phone numbers will likely fail to engage the entire audience.
If you need to understand what marketing segmentation is and how to establish your own segmentation strategy, this article is for you!
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Summary
What is marketing segmentation?
5 marketing segmentation criteria
How to build your marketing segmentation strategy?
How to use segmentation with Actito?
What is marketing segmentation?
Definition
Marketing segmentation is a technique of dividing customers into several groups according to different criteria.
Each consumer segment has a common characteristic or interest.
Marketing segmentation helps us better target audiences and better understand how to meet customer needs.
Asking specific questions and understanding customers improves the performance of marketing actions and therefore business performance.
The questions a company must ask itself to succeed in its marketing segmentation strategy are:
Who are my customers?
What market are my customers in?
What is my clients' lifestyle?
What are my customers’ behaviors?
9 Benefits of Marketing Segmentation
Marketing segmentation is a concept that aims to divide your customers into several homogeneous groups.
In marketing, attention to detail only brings better results.
Below are 9 benefits of market segmentation:
More targeted and stronger messages
More effective marketing strategies
A more engaged audience
Targeting the right audience
Have more loyal customers
Stand out from the competition
Developing your business
Developing your product
Increase your return on investment (ROI)
5 marketing segmentation criteria
We have understood that marketing segmentation is done according to several criteria. Here are the most used segmentation criteria:
marketing-segmentation-criteria
1. Demographic criteria
In demographic segmentation, the following factors are taken into consideration:
age
the gender
nationality
income
the social situation
2. Geographic criteria
Geographic segmentation is done using geographic data such as location.
This is one of the easiest segmentation criteria. Indeed, you can locate your target very easily.
3. Firmographic criteria
Firmographic segmentation is the division of B2B customers based on shared characteristics of companies.
It is basically the equivalent of demographic criteria, but for businesses.
Below are some characteristics of firmographic segmentation:
The type of industry
Annual income
The size of the company
The status of a company
The performance
4. Psychographic criteria
Psychographic segmentation focuses on consumers' lifestyles:
interests
personalities
Opinions
values
...
This type of information is usually obtained through questionnaires, either sent by email or available on the website.
5. Behavioral criteria
Behavioral segmentation is the process of dividing consumers into subgroups based on their historical habits to better engage them.
Of course, understanding customers is done in two ways:
1. Online or immediate behavior: use browsing data such as time spent on a page, number of clicks, time of exit from the site, etc.
2. Offline or historical behavior: use purchase history, number of visits or order data (RFM = recency, frequency, amount)...
How to build your marketing segmentation strategy?
Now that we have a good understanding of marketing segmentation, it is time to learn how to establish your own segmentation strategy:
To do this, discover the 7 steps to achieve this.
Let's start!
#1 Define your goal
Goal setting is a very important step to success.
In marketing, you must always start by defining your objective in order to create your strategy.
In other words, you need to know how far you want to go in the established strategy.
#2 Choose a segmentation criterion
After choosing your objective, it is essential to choose the segmentation criterion. The segmentation criterion helps you better understand the approach to take with each market segment.
#3 Choose the segmentation method
There are actually two segmentation methods, the “a priori” method and the “a posteriori” method.
1. The “A priori” method:
This is a process of manually dividing the audience according to previously selected criteria.
This method is used for example in the automotive sector. If the company has data on who bought a particular vehicle model, it can use this technique.
To use “A priori” logic, you need to have an idea about the audience and the dominant criteria.
While this approach has proven effective, it also has its limitations. For example, someone has purchased a Model X of a vehicle and visits the site, it does not necessarily mean that they are looking for accessories for their vehicle.
