Market segmentation is one of the most important processes in any marketing strategy. As specialists in the field, our duty is to try to reach the largest possible number of people who fit our classification criteria.
In order for the different marketing campaigns we execute to be effective and to obtain the results we expect , we must carry out market segmentation, which allows us to identify who we want to reach and thus communicate precise information to a specific audience , which helps us meet the stated goals. But what is this segmentation in digital marketing? Keep reading!
Market segmentation: what you need to know
Market segmentation is an action that digital marketing allows us to organize our contact lists into specific groups , which we can influence through different marketing strategies to attract them to the products and services we offer.
The main idea behind this process is that these selected groups share characteristics and interests that allow them to be classified into specific consumer segments . Below we will tell you some facts that you should know.
For example: you can segment your database based on the types of products they buy from your e-commerce, demographic data, content they usually consume within your blog, etc.
How does it help businesses?
As mentioned above, by segmenting our leads and contacts into specific groups , we can reach them in a more precise and personalized way . In addition, it allows us to measure the performance of a particular action and chile phone number list better identify consumer trends and interests .
You may be interested in: Digital Marketing Trends
Reasons for applying market segmentation
In addition to helping us in the ways we detailed in the previous point, we must keep in mind that correct segmentation helps companies to optimize their communications and marketing campaigns . This contributes at the same time to improving sales processes , which is reflected in the income and benefits that companies obtain, since qualified clients are attracted.
On the other hand, good segmentation helps us find new market niches and even better understand our competition and position ourselves as we want.
Good segmentation will contribute to building customer loyalty since by executing more effective and personalized communication campaigns , virgin islands send the relationship with them will be deepened.
Types of segmentation
There are different types of segmentation that we can use to detail the characteristics of consumer groups and implement more effective marketing actions. Among the most notable we can mention the following:
1. Geographic segmentation
The main reference here is the location of the target audience and the environment in which it operates . In these cases, we can use the country, city, commune, region, among others, as indicators.
2. Demographic segmentation
Although it may sound similar, it is completely different from geographic analysis and takes into consideration more specific aspects of the individuals that make up the segmented group and not their location.
In this case, the variables considered may be: age, sex, how to create a business account on instagram? nationality, marital status, academic level, profession and other data relating to their socioeconomic situation.
3. Psychographic segmentation
It refers to the psychological characteristics of the target market , such as values, culture, personality, lifestyles, attitudes, preferences and interests. In this way, it is easier to adapt our offer to their expectations.
4. Segmentation by industrial sector
It refers to the market sector or area in which we digital marketing want to enter or specialize. For example, economic, technological, medical, steel, construction, education, agriculture, etc.
This industrial segmentation helps us to better understand the market , the businesses that specialize in a certain branch, what their offer is and thus establish a differentiating element with my brand .
5. Behavioral segmentation
On this occasion, the groups are differentiated taking into account their behavior in the market , consumption patterns and trends towards the product or service that we want to promote.
We also assess their purchasing decision process , as well as their price preferences and loyalty to existing brands. We can also consider the type of content they consume, the format (ebooks, podcasts, articles, graphics, etc.), and their level of interest in our publications.
You may be interested in: 7 ways to increase your website’s conversion rate
Segmentation by marketing actions
Other types of segmentation that we can carry out are based on the marketing actions carried out by our contacts, for which we can consider the role or job position they have within their organization.
You can also segment it by your level of knowledge , which can be of two types. One by academic level and the other by how much they digital marketing can know about my business area.
The stage of the customer life cycle is another way we can segment, since depending on the stage they are in, the communication will be different, that is, the way we address a prospect is not the same as the way we communicate with a recurring customer.
Contact behavior can also be used for these purposes, considering, for example, their previous purchases (which tells us what their interests and tastes are), the frequency of their purchases, and even the purchasing cycle of our products or services. Knowing this information will allow us to be at the right time to offer our product/service in a timely manner, thus increasing the probability of sales .
On the other hand, it is worth mentioning other factors to consider for segmentation , such as the satisfaction rate, shopping cart and form abandonment, attendance at events organized by my company, visits to my pages and web entries and duration on them, social media data and origin of contacts, this last factor is a widely used variable within digital marketing.