Customer segmentation, also known as audience segmentation and audience profiling, is the procedure of grouping individuals according to shared characteristics. The most widely used segmentation: Demographics: These describe the external-facing attributes of an individual. Demographics include age, race, gender, place of birth, education, occupational category, and financial resources (rent/buyback, savings, income, assets, etc.). Other dimensions include marital status, household income and assets, homeownership, travel preferences, number of children, and geographic location.
Demographic segmentation provides a unique opportunity for organizations to gain insight into the internal and external processes of the organization, as well as into customer interactions with the business. It also provides a unique opportunity for marketing managers to fine-tune those processes and for marketing firms to fine-tune the marketing messages they deliver to customers. It is also a powerful analytical tool. For example, identifying the segments in which the customer is interested makes it easier to create advertising targeting these groups. Demographics are extremely valuable in other ways as well. Specifically, these insights can help target marketing communications that are more likely to reach the intended audience.
Consumer segmentations provide unique opportunities for targeting campaigns that will bring in the right audiences and analyze what message is likely to resonate with audiences. Some of the most significant advantages of using consumer segmentations are that they make campaigns more targeted. In addition, they provide marketers with invaluable insights about how to advertise to specific audiences. Below, we will discuss the importance of getting the right insights from consumer segmentations.
There are several reasons why companies need to engage in consumer segmentation. The first is that it allows marketers to understand which messages and which kind of messages to design for which types of customers. For example, it’s much more effective to send coupons to people who have a low credit score than to people with excellent credit. By taking this approach, marketers can ensure that the ads they are placing in front of high-risk consumers will generate the most revenues. Likewise, by identifying which groups of consumers perform best at a particular financial transaction – such as saving money, buying cars, or paying bills – marketers will be able to devise marketing campaigns that target these groups more effectively.
In addition, audience segmentation can also tell marketers essential things about the attitudes and buying habits of the people in different segments. For example, there are several ways to segment consumers according to age, gender, ethnicity, geographic location, education, and so forth. By knowing the basic demographics that describe each segment, marketers can more effectively focus their efforts on those segments. For instance, it is much more efficient to market to women when they are younger than men. Likewise, targeting ads to families can increase revenues more effectively than targeting single individuals. Similarly, knowing the segments with the highest purchasing power – such as college students or senior citizens – can help marketers target their ads more accurately.
The third significant benefit of audience segmentation is that it allows marketers to tailor their advertising messages to their specific target audiences more effectively. Knowing the characteristics of the population that they wish to advertise to will help marketers create ads that are more suited to appeal to these individuals. For instance, a targeted marketing campaign that targets seniors might include elderly-friendly advertisements and ads with specific age ranges. Likewise, a movement that targets middle-aged males might incorporate humorous advertisements into its overall message. Advertisers can take advantage of the particular qualities of their target audiences to create unique, attention-grabbing ads that will cause consumers to take some action.
Another advantage of audience segmentation is that it allows marketers to improve the effectiveness of their overall marketing campaigns. For instance, knowing which segments of consumers respond most quickly to a specific advertisement can help marketers create more in-demand ads. Marketers also gain valuable insight into their audience by understanding which types of products and services appeal to them most. This allows marketers to better design campaigns that are more likely to appeal to specific demographics. In addition, marketers who use this method to evaluate their market can often find particular customers that might not have been previously considered among their target markets.
These days, many marketers are focusing their efforts on identifying and segmenting their audience to devise more effective advertisements. The benefits of audience segmentation are clear. First, it can tailor campaigns to the target audience and help marketers learn more about their target customers. Finally, marketers can ensure that their advertisements are more appealing to a broader array of potential consumers by segmenting their audience. By doing this, they can tap into more potential customers who would be more likely to purchase their products and services.