Brands narrow down their audience by finding their target market, and when this target market is further split into smaller groups, based on some common grounds, this is known as segmentation. These common grounds can be similar geographic or demographic information, interests, needs, etc. Segmentation allows brands and businesses to target their customers on a much granular level, making it a more effective marketing strategy. A better and more targeted marketing agency will give you a higher (ROI) Return On Investment.
WHY IS SEGMENTATION IMPORTANT?
Segmentation lets the brands target their clients in a much-focused way, allowing them to retain and attract more customers. It is not just about attracting customers, but in fact, it is about attracting the right customers. Targeting the right group of people allows brands and businesses to benefit from their marketing strategies, but targeting customers with similarities is even more beneficial.
HOW DOES SEGMENTATION WORK?
If done the right way, segmentation can be very beneficial for your business. Segmentation involves the following ways:
1. Study the set of demographics of your customers
Study demographics such as age, ethnicity, gender, location, etc. to understand your customers. This will help you to understand what platforms and channels are the best suited for your marketing campaigns.
2. Understand the customer journey maps
You need to understand how the customers carry out their purchases by using data and insights, from the moment they come across your ad campaign. This will help you to map out the whole journey the customer goes through. You can use this data to figure out which channel, platform, and format create the most impact on your customers. It will also give you a better idea of how the customers react on various channels and what drives the most sales- in short, you will figure out what engages your customers the most.
3. Use your data for more personalization
Customers feel special when they receive customized messages, emails, etc. from their favorite brands. Therefore, combining qualitative personas with quantitative data will you achieve better results.
With better segmentation, you can expect to receive better insights into the behavior and exceptions of your customers. Segmentation helps to break down your target audience into smaller groups that make it easier to study them. A more segmented and targeted marketing strategy will yield better results and a higher ROI. However, it can be difficult for brands to carry out segmentation without any professional help, therefore, hiring professional marketers will be very beneficial for your business. One such team of professional marketers is DigAptics, who can help you carry out your marketing strategies efficiently. Contact them today to discuss your marketing strategies in detail.