One of the most common mistakes made by companies is to believe that, in Marketing, quantity is synonymous with quality. That is, the more people who find out about the brand, the better. And the truth is that, in this case, quantity can refer much more to failure than to success.
More important than advertising to millions of people is jordan email list 814427 contact leads advertising to the right audience, and here we introduce hypersegmentation, the technique used to reach the qualified audience with the greatest potential to buy a product or service.
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What is hypersegmentation in Marketing?
Before we begin, let's specify what role Marketing plays . Philip Kotler, the leading expert in the field, defines it as the science and art of exploring, creating and delivering value to satisfy the needs of a target consumer audience.
Through analysis, marketing defines, measures and quantifies the size of the audience and its profit potential.
In other words, Marketing offers the necessary knowledge about the market so that companies can sell their products and services assertively.
In this context, hypersegmentation acts by optimizing this assertiveness. With its support, it becomes possible to target a campaign or content in detail to an extremely specific audience , increasing the opportunity to reach buyer personas — the audience with the greatest purchasing potential.
Hypersegmentation gathers as much information and data as possible about a particular consumer and uses it as a source for creating targeted content that is of real interest to them.
Why is the concept important in the digital environment?
The Internet was largely responsible for the rise of hypersegmentation. Before its emergence, there was no way to know the target audience in such depth.
Digital transformation , AI solutions and Big Data, for example, are essential factors in understanding consumer behavior. Thus, what happens online is translated into data, and Digital Marketing professionals are able to make the most of it.
