Marketing segmentation is a method that allows you to get as close as possible to the needs of your target. It offers many advantages, starting with a better knowledge of its market and its customers. Marketing segmentation thus makes it possible to boost its value creation and optimize the prices charged. How to succeed in your marketing segmentation to achieve your goals? Here are the tips to follow to optimize your approach.
What is marketing segmentation?
Carrying out marketing segmentation amounts to dividing your market into segments, that is to say into subsets of individuals who have similar characteristics. This marketing technique makes it possible to understand how an audience is made up in order to set up strategies adapted to the needs of each identified segment.
Marketing segmentation criteria
A market segment is made up of individuals who react in the same way to a specific commercial offer, message or content.
To segment your audience, you must therefore identify groups of people with similar points, such as age or geographic location. These commonalities are called segmentation criteria.
Easy to obtain, demographic criteria are the most used because they allow rapid targeting of its audience. Demographic segmentation is based on data such as:
- The profession.
- The nationality.
- The level of education.
Example: On the web, companies that sell clothing generally segment their audiences based on their gender. Thus, their newsletters will not offer promotions on the same clothes for men as for women.
To segment an audience on the basis of geographic criteria, you have to look at the geolocation of individuals, by day or by weather. All marketing actions are carried out using this information.
Example: A website that offers a dance class reservation service will be able to segment its users according to their geolocation to offer them internships in the area where they reside.
To segment in this way amounts to being interested in the way in which your target lives:
- What is his personality?
- What are his opinions?
- What are its values?
- What are their needs?
- What are his beliefs?
To obtain all this information, it is necessary to ask the question directly to those concerned by means of surveys and questionnaires.
Example: A travel site can ask its audience which vacation spots they prefer or how they like to travel (5-star hotels, all-inclusives or unusual accommodation, for example). The site will then be able to offer its users the products that really interest it based on the responses that have been obtained.
By segmenting its target according to consumer behavior, this time we are interested in the way in which users act on its site or its application.
- How much time do they spend on the site?
- How many pages are visited?
- What terminal is used?
- What is the amount of the last order?
These are the questions that must be asked.
Example: Most websites offer promotions to their audience based on the actions that have been performed on their platform. An Internet user has visited the Bluetooth speakers page of a specialized site? He will then see announcements related to the speakers, in particular if he did not complete his order.
Tips for successful marketing segmentation
To achieve successful marketing segmentation, it is essential to follow the following tips.
Choose the right method
To proceed with the marketing segmentation of its audience, it is possible to use two distinct methods:
- The a priori method.
- The a posteriori method.
When the a priori method is chosen, it is necessary create personas. Audience segmentation is done on the basis of criteria defined following an analysis of available data or according to logic. The segmentation is then hypothetical.
When we opt for the a posteriori method, segments are created based on the similarities that are observed among customers. The segmentation is then very concrete.
Create easy to distinguish segments
For a segment to be relevant, it must be distinct from other sub-divisions. Each group of individuals is supposed to react differently to the marketing actions that are offered to them: the segments must integrate these differentiations.
A segment must also be profitable. To do this, it must bring together potential customers who are already part of the audience.
Finally, a segment must be accessible so that the company’s communication can reach each individual who composes it.
Play the personalization card
Unlike mass marketing, marketing segmentation allows you to personalize your actions according to the individuals who make up a segment.
This personalization can be done at any level. Thus, it is possible to act on:
- Its website by offering different content depending on the interest of Internet users or their geolocation, for example.
- Its e-mailing strategy.
- Its promotions by highlighting what really interests each Internet user.
- Its elements of communication.
By paying close attention to its target, it is not only possible to sell more, but also to create new products or new offers that will meet customer expectations. Playing the card of personalization can also lead to reflection on the pricing, for example.
To succeed in your marketing segmentation, you have to continuously analyze your audience. An analysis made at a time T may not be valid a few months later: this is the reason why analyzes must be carried out over the long term.
Continuous analysis makes it possible to determine more and more precisely the behavior of its audience to better optimize its marketing strategies.
Thus, do not hesitate to set up a suitable tool, such asa CRM, to manage and monitor the performance of its marketing segmentation strategy.
To go further, use this persona creation tool and cCreate a buyer persona that your teams can use to optimize their performance.