Do you want to divide all of your customers / prospects into specific segments in order to improve the efficiency of your marketing & sales operations? We will introduce you to the art of marketing segmentation. In this article, we will define what exactly marketing segmentation is, the main segmentation criteria and the key steps to set up your marketing segmentation. Finally, we will give you 35 concrete examples of marketing segmentation. The keys to Segmentation Marketing [Definition and Examples], the summary:
Marketing segmentation divides a population of people into several subsets. Usually, these subsets have attributes in common. Let’s take an example: your entire user base may contain thousands of contacts. If you want, you can divide these contacts by gender to create two segments: male and Togo Email List . You can segment your contacts even more precisely by adding, for example, an attribute like “woman over 40”. The important thing here is to choose the most relevant attributes for your business. In marketing, segmenting can make your targeting more effective and thus prioritize the efforts of your sales teams.
What is marketing segmentation? [Definition]
The criteria of marketing segmentation Now that you know what marketing segmentation is, here are the main criteria to consider when doing one: Here are the criteria that we think of first when carrying out marketing segmentation: whether it is gender, age, profession or income, all of these criteria are extremely powerful for effective segmentation. Do you know the famous “housewife under 50”? This specific segment was created from socio-demographic criteria. It is concrete information that is the basis of most segmentations. Why ? Because, since the trade exists, our actions, our desires and our purchasing behavior are dictated by these socio-demographic characteristics (age, sex etc.).
Geographic criteria can be included in socio-demographic criteria. Among the attributes, we find the country, the department, the city but we can also find the type of dwelling (individual house, apartment etc.) or the climate in which the person lives. Again, even where we live influences our purchasing behavior. These criteria should therefore not be neglected. Personality, lifestyle, opinions on various subjects etc. here are some of the attributes that one can encompass in psychographic criteria. Here, people are not segmented based on their behavior but on what they think. Thus, it is much easier to deduce their expectations, what motivates them and their aspirations in general. Again, don’t underestimate them!
The criteria of marketing segmentation
How does a person react and behave when faced with the digital tools put in place by the company? How does a person react to a price change? These are the types of questions that segmentation by behavioral criteria answers. For example, how many pages does he visit on your website? How did he get on it? What is the average duration of its sessions? How does it behave when it receives an email from you? Answering these questions will allow you to learn more about overall user behavior. To set up your marketing segmentation in the most effective way possible, here are 3 steps to follow:
First , it is essential to define clear objectives for each of the segments that you are going to create. The common objective for all segments is to extend Customer Life Value (or lifetime value). Before that, it is necessary to identify and list all of the objectives that you want to achieve. For example, moving a person from a potential customer to a first-time buyer or even reactivating inactive customers. Then, the second step is to prioritize the previously identified objectives based on business opportunities. Is it more interesting for you to move a customer from segment 2 to 3 or from segment 4 to 5? Prioritization is essential, especially if your resources are limited.