by There’s a big difference between knowing your audience.and knowing your audience. You can have a general idea of the people who roughly fall into your ‘customer persona’ category, however, for the best chance at attracting and converting highly qualified customers, you need to delve deep into your audience and their psyche. Segmentation is a helpful way to achieve this.
What is meant by ‘segmentation’ in digital marketing?
Segmentation is defined as: “division into separate parts of categories.”
In digital marketing, it is the process of dividing your broad consumer (or business market) up into highly-refined sections consisting of existing, potential, and sub-groups of customers based on certain shared characteristics.
There are four main types of segmentation:
What are the necessary steps of audience segmentation?
In order to successfully categorise your audience, you’ll need to follow these 5 steps:
How can segmentation help your broader digital marketing strategy?
Customer segmentation in digital marketing can benefit you in a number of ways, however the primary benefit is to gain greater flexibility with your marketing efforts, thus enabling you to target a very specific type of person. Whether they are the most profitable or the most likely to become brand ambassadors is entirely up to you.
When done well, proper segmentation of your audience can be game-changing for your long-term digital marketing goals. For example, an SEO agency in Abu Dhabi can use segmentation to create highly targeted adverts that resonate well with a very specific type of prospect (e.g., local businesses in commercial construction, Arab owned, multi-lingual, high annual revenue, etc.).
Of course, segmentation is just one small cog in the broader digital marketing research wheel. So, if you find that you don’t have the time or the desire to invest so much in segmentation, it’s almost certainly worth hiring the professionals to assist you.
