Segmentation
Segmentation - dividing the audience into groups based on common characteristics for differentiated communication.
Segmentation - segmentation, division of the entire audience into groups (segments) according to general characteristics. The goal is to allow marketing to speak to different groups in different ways, increasing relevance and conversion.
Segmentation can be done along different axes: - Demographics: age, gender, income, education - Geography: country, city, region - Behavior: purchase frequency, average bill, product usage - Psychography: values, lifestyle, motivations - Purchase context: jobs-to-be-done, usage situations
The main mistake marketers make is choosing the simplest axis (usually demographics), because it is available in any advertising account. I've already been burned by this: see case with a failure of 20%, where I chose demographics instead of behavior and lost the quarter.
The rule I currently use is: before segmentation - custdev. 30 interviews will show on which axis clients actually differ. It's not always demographics. Often - strength of association with the product (newbies/repeaters/fanatics), level of awareness, or context of use.
Segmentation is the foundation of marketing. If it is wrong, no performance campaign will succeed. If it’s correct, even a small budget works many times more efficiently.
Frequently asked questions about Segmentation
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Related terms
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