In the digital age, audience segmentation can reach scales never before thought possible, opening the doors to an increasingly personalised environment.
In the meantime, successful digital marketing agencies have been developing platforms and strategies based on personalisation, allowing brands to reach their potential customers in an increasingly targeted way.
Thus, through the use of a set of features, functions and preferences, digital marketplaces have developed the ability to be conditioned and segmented, either intentionally or automated, on the basis of different factors in order to personalise the consumer experience and accelerate the buying process.
Types of market segmentations
Demographic segmentations
These segmentations will allow your brand or company to qualify your consumer profile(s) through a "personal perspective".
This means, through personal data such as age, gender, sexual orientation and income, seeking to identify potential patterns and preferences among cross-segmentations.
Geographical segmentationss
This is a particularly useful type of segmentation to make your marketing tactics more orderly, easy and efficient.
They take as a relevant factor where your consumers are located, as well as the volumes determined in each of these locations and scaling them up or down according to your distribution apparatus or on the basis of targeted strategies or projects; taking for example radiuses according to countries, cities or postcodes.
Pictographic segmentations
This is a particularly important type of segmentation for your brand to "influence" the behaviours and preferences of your potential buyers.
This is based on categorisation according to personality traits, values, attitudes, interests, experiences and lifestyles.
Audience segmentation to boost your brand
The central objective of any of your marketing campaigns or activities will always be to be relevant.
So, despite the challenge, as your company's online capabilities and experiences continue to grow, customers will continue to raise their expectations for more seamless and consistent consumer brand experiences.
By achieving the logistical capacity to cover a wider and more diverse audience as part of your company's natural growth, audience segmentation allows you to take advantage of the opportunities of this expansion - being able to better understand the characteristics and behaviours of each of your customers - without having to risk your conversion rates, relevance and brand voice in each of your corporate messages and communications.
Brand-consumer experiences
To be competitive, digital marketing agencies need to put themselves in the active role of predicting what is the next step for the consumer to take?and on this basis to orientate their strategies.
One effective way to achieve this is by using methods such as predictive market segmentation.
As a cutting-edge method, brand-consumer experience prediction will allow you to get a real-time understanding of where a person is in the world. sales funneland how the brand can take you along the path, more or less quickly, to purchase.
A more or less predictive understanding of your customers allows you, in turn, to avoid launching and segmenting content that is irrelevant, reaching your consumers only at the right moment in the buying cycle.
Design your strategies based on segments
As we know, technological innovation continues to evolve customer needs and preferences. However, there are two approaches that, regardless of the type(s) of segmentation you wish to undertake, are critical:
Positioning
This approach means that even when you have already compiled your customer profile, there are still many steps to take before it is time to send your advertising or sales message.
It is only after this that your brand or company will decide how best to serve your target customers. This includes how to position yourself in the marketplace and how to differentiate yourself from other competitors.
Orientation
Within this approach, the marketer must determine which of the segments offer the best opportunities for the particular campaign.
As we know, digital campaigns can be incredibly expensive for an emerging business, so it should be good practice to focus on entering only those segments where you generate the most customer value over time, based on a long-term estimate.
Once a company has chosen a desired position and a specific campaign, it can then take the necessary steps to deliver and communicate that position to the target audience.
Ultimately, by gaining a better understanding of customer behaviours through digital segmentation, marketing teams will be able to increase their ability to create accurate forecasts and/or predictive models for their campaigns. The result is high-impact, more targeted and relevant campaigns that allow them to consolidate higher conversion rates as well as greater customer satisfaction in their brand experiences.
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