There was a time when marketing to the general public was profitable, but today the market requires different strategies. Consumers are increasingly connected to each other via social networks, however, among thousands they want to feel unique.
All companies, regardless of their size, need to be concerned with creating a market segmentation, thus directing their efforts more objectively to the right audience, increasing the chances of return on investment and ensuring the survival of your brand.
What is a marketing segmentation?
Marketing segmentation is the process of dividing the market of potential customers into different groups and segments based on certain characteristics. In other words, to segment is to divide the large network of consumers of the same product or service into strata. Thanks to the large number of personal data that the internet offers, it is easy to make targeted campaigns. Data can be collected in social networks, search sites and in several online tools. However, after August 2020, be careful not to breach the LGPD.
There is a basis for marketing segmentation:
Demographic Targeting:
It divides the market based on cuts such as age, gender, sexual orientation, income, religion, etc. This type of segmentation is the most common. The demographic segmentation is based on the premise that the purchasing behavior of customers is extremely influenced by demographic aspects.
Psychographic Segmentation:
It divides the audience based on their personality, lifestyle and attitude. It works with the maxim that the consumer's buying behavior can be influenced by his personality and lifestyle.
Geographic Targeting:
It basically divides consumers by the region in which they live. People from different locations can use the same products in different ways. Geographic targeting helps professionals design personalized marketing campaigns for everyone.
Behavioral Segmentation:
It classifies the public based on their relationship with the product, that is, how much the person knows and how they relate to the brand. Consumers can be loyal, neutral or fans of the brand.
Why do a marketing segmentation?
First, the central objective of a marketing segmentation is to make your strategies more objective and accurate. Once the segmentation is done, it will be possible to:
- Meet the needs and desires of different strata of your target audience, increasing the acceptance of your product / service and, therefore, increasing sales.
- Your company will be able to meet your customers' needs more directly.
- It allows the creation of a personalized marketing mix for each segment and thus offer a service in accordance with the wishes of the customers.
- It will be possible to define the ideal audience for your product and thus increase the conversion rate
- Your promotions are more likely to get positive responses.
- With the target market organized, the marketing team can be more efficient, saving time, money and other resources.
- It reduces the risk of a marketing campaign being unsuccessful, as it will be trying to sell to those who really want to buy.
After performing the segmentation what is needed?
After segmentation you will have identified the characteristics, needs, preferences and consumption habits common to different groups that are part of the same group. Thereby:
- Do market research to find out what your persona tastes like, how it acts at the time of purchase and what process it follows to decide on a product or service.
- Define the correct language to create an identification and trust in your customer.
- Select the most appropriate channels to be able to communicate more effectively with your persona.
Have no doubts, the segmentation of marketing will help you to elaborate better communication strategies.
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