When we design marketing strategies , whether digital or traditional, one of the conditions that we must know and apply to achieve the set objectives, optimize resources and minimize costs, is segmentation.
Segmenting markets, segmenting
Audiences or segmenting customers is a marketing methodology that every marketing professional must know and apply, because we make decisions oriented in this direction on a daily basis.
Article we want to give
The key points and fundamental concepts that you need to know in order to be able to segment.
What is segmentation?
To understand concepts, there is nothing better than collecting definitions that essentially capture the potential of the idea.
The Royal Spanish Academy
Seed is to cut or divide into segments. And we look for the definition of segments, we find the following definition:
Rach of the differentiated homogeneous groups to which a company’s commercial policy is directed… ”
Want to introduce a more marketing
nuance, in this sense we like the definition that Philip Kotler gives on segmentation:
“ …segmentation is analyzing and identifying the profiles of consumer groups that may need different products or different marketing strategies…”
The only nuance we would change is that instead of talking about consumers, we would use something more general, such as “group of people,” to leave the meaning even more open.
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Segmentation will allow companies
to answer a series of questions based on information analysis in order to plan and make decisions with the least possible uncertainty.
Segmenting is an indispensable part of the day-to-day marketing process.
Segmentation serves, among many
Which clients or potential clients offer real revenue-generating opportunities.
Identify new niches or segments in which to introduce my brand.
Identify the critical characteristics of my brand’s consumers.
What can I segment?
Although these are simple concepts, we believe that it is better to establish solid conceptual foundations that help us establish methodologically correct actions.
In this sense, we must know what I can segment, in order to define and narrow down the segmentation that I want to carry out.
In this way we have:
Markets : is the set of potential consumers who share a need.
Typologies : is the set of consumers who share common characteristics in terms of activity.
Segments : is the set of consumers who share common characteristics (geographic, demographic, behavioral, etc.)
Niches : This is a smaller part of the market, a very specific segment limited by a specific variable.
One to One : each client consider
unique in themselves and is offered products services and completely individualized marketing actions.
Therefore, the first step when defining our segmentation is to decide whether we are going to work on markets, or typologies, or segments, or niches or on “one to one”.
Once the general scope of action has been defined, I must identify who I am going to direct or focus the segmentation I want to carry out on.
In this regard, it is worth knowing these basic concepts:
Population : is the totality of people that make up the marked group.
Potential clients : they match the client profile that we have in our company or brand, but they have not yet purchased from us.
Client : those people buy the produc
Consumers : are those people who consume the product or service.
Although it may seem hubSpot sales. the hub to manage sales easily obvious, imagine that we work in a children’s toy company and we have to define specific marketing actions; who would we target? The consumer, who would the child between the ages of 6-12, or the mother father, who would actually the buyer and therefore the customer of our product.
The answer seems obvious, but there are still brands that base their communication on the thousands of thousands of followers that make up their community; without taking into account whether they are active, share, provide value…
The solution is to seek dialogue, a shared relationship and bidirectionality with our community.
So at this point we have defined what I am going to segment and who I am going to segment.
Communication theory all our lives!!!! Only adapted to the new digital environment…so I launch valuable content, to socialize it, generate engagement, make it go viral.
We segment consumers?
Now comes the easiest and most agb directory creative part, right? But what is clear is that we cannot forget that when choosing the segmentation criteria or variables, these must be coherent and aligned with the established marketing strategy and the established objectives.
