Unlocking the Secrets to High Conversions" - Take your email marketing to the next level with this ebook, which covers advanced tactics such as segmenting your email list, optimizing your email design, and personalizing your messaging.
What is Customer Segmentation: The word ‘segment’ denotes ‘division,’ i.e. to divide into parts or sections according to similar characteristics. So customer segmentation is dividing the customers effectively, based on their factors such as age, need, industry type or buying features.
It is also known as Market Segmentation
Customer segmentation is essential for the marketer so that the salesman can strategically focus on a specific subgroup of customers rather than a vast potential consumer.
It is essential to talk about the overall significance of customer segmentation for your marketing strategy, especially when you are creating content.
We are going to talk about the overall significance of customer segmentation in your marketing strategy.
Marketing strategies such as pay per click advertising(PPC), Search Engine Optimisation(SEO), email marketing, social media marketing all begin with one common element and that is content. So it’s essential to keep customer segmentation in mind throughout your content brainstorming and creation.
Suppose, you are going to start an email marketing campaign, You need to have customized content for those specific users for better targeting. So you require customer segmentation even in small areas.
The word “Demographic” denotes a particular section of the population, or you can say statistical characteristics of human populations which include age, race, gender, marital status, income, education, and employment. You can divide the consumers based on such factors to enhance your sales potential.
Example: Suppose, A textile company is dealing with woolen wear. They know that different gender or age groups would prefer different fabric types and dresses in woolen. Therefore, you can segment the audience on the basis of gender and age. Further, you can engage them accordingly.
Advantages
Disadvantages
It means dividing customers on the basis of geographic location, i.e. latitudes and longitudes. When an industry split its market on the basis of geographical areas such as city, country, state or region. The industry, at times, divides into rural, urban and suburban market segments depending on the type of business segment. At times the market is also divided on the basis of climate or total population.
Example: A UK brand clothing company ‘Superdry’ sells funky T-shirts, trousers, swimwear in Mumbai(India) in the month of November, whereas it sells blazers, trench coats, long coats in London(UK) during the same time.
One brand can sell different sorts of clothes on the basis of the weather condition of the specific state of the country.
Advantages
Disadvantages
It denotes grouping of target segments, whether prospective, past customers or current customers based on their beliefs, traits, attitude, aura, interest, lifestyle, social class, and many other factors. Analyzing such traits and grouping them together is the art of the Psychographic segment. By understanding psychographics, marketers can develop content that is more relatable to customer segments.
Example: Suppose a textile company intends to design clothes for various sections of the market such as athletes, office-goers, students, etc. They can divide groups according to their lifestyle- such as athletes will prefer sportswear or gym wear and the office goers will intend to wear formal clothes. This way, the manufacturer can produce clothes to cater to the needs of each customer.
Advantages
Disadvantages
As the name suggests, this segment divides consumers according to behavior patterns as they interact with a company. Their main objective is to address the particular needs and desires of customer groups and tailor the product or service to meet those needs.
Example: The latest fashion designers such as Sabyasachi, House of Masaba, Vedika M, where clothes are customizing and tailoring the clothes on the basis of customer’s needs and desires. They customize dresses according to the orders made by the client.
Advantages
Disadvantages
Therefore, companies can become more familiar with consumer needs by using segmentation types and tailor-made their pricing strategies accordingly.
Segmentation allows you to make better use of market strategies, as well as be efficient in terms of time, money and resources. Marketers can gain a better understanding of the needs and preferences of consumers. So the result is growth in sales with a cost-effective strategy.
Customer segmentation enhances customer credibility and allows you to focus on important things. Also, it helps you to engage the customers with the right thing at the right time and with the right quality.
Companies would not survive in the long run if the marketing strategy is dependent upon targeting a massive population. Even email marketing requires customer segmentation for perfect targeting. It allows a business to precisely cater to customer needs and preferences across different parts of the world.
Thus, customer segmentation is always a good idea? If not, can you please tell me what idea is best for you to target potential consumers from different parts of the world in the comment section?
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