Definition

Segmentation is the division of the customer market into groups of buyers requiring the provision of completely different products, and thus i advertising campaigns. Dividing customers into specific recipient groups makes it easier to target their preferences and reach them with specific advertising offers. One example of segmentation is the division into "economic" and "premium" customers.

Segmentation – interesting facts you need to know!

Thanks to segmentation, ads are precisely tailored to specific people, which makes them more attractive to this particular group of recipients. Segmentation also plays an important role in other areas of marketing. This tool allows you to examine customer purchasing paths, identifying specific challenges that may occur in the process of finalizing the purchase.

Segmentation – the most important information

Customer segmentation brings unique benefits. When individualized ads are presented to various groups, taking into account not only the content but also the optimal display time, we can precisely target the tastes of different audience segments, which results in gaining loyal customers for a given brand.

Segmentation can be divided into four main types: demographic, psychographic, geographic and behavioral. While driving advertising campaign It is possible to modify and combine these types of segmentation according to your own assumptions. Demographic segmentation focuses on a selected group of recipients, taking into account their demographic data, such as age, gender, marital status, education and interests. Geographic segmentation reaches customers in specific locations. Psychographic focuses on the needs and desires of the target group. Behavioral, on the other hand, targets customers based on their previous purchasing preferences.

What other benefits come from using segmentation? The greatest advantage of this approach is the ability to create personalized advertising campaigns that are characterized by the highest effectiveness. Activities targeted at specific groups of people, matched based on their individual characteristics, are the most effective. By understanding customers' needs, we are able to provide them with what they really need, whether age-related or as a complement to products already in their basket.

An additional advantage of segmentation is the optimization of existing resources, which means that customers with unique needs and preferences are grouped, and a precisely tailored message is sent to each of these groups. Thanks to segmentation, customer loyalty to the brand also increases. Segmentation also opens the door to niche markets that are often undervalued but represent a valuable set of customers.

Summary

Segmentation is an extremely beneficial way to acquire new customers and expand your reach, not only on the Internet. However, when planning segmentation, you need to be well prepared for it. First of all, you need to keep accurate statistics of recipient groups and collect information about them that will help us target specific advertising campaigns. Effective segmentation is a long-term process that requires patience while waiting for results. It is worth adapting segmentation to the scope of activity and adapting it as the company develops. All marketing offers should perfectly match the expectations of customers of a given segment, and their positive reaction will be proof of the effectiveness of the actions taken.

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