Segmentation analysis is a critical part of strategic marketing. In both new and existing ventures, businesses use this method to define target audiences. It divides a homogeneous market into distinguishable segments based on needs, priorities and common objectives. Such segmenting facilitates better marketing strategies, connecting your business to buyers. Furthermore, the analysis enables business owners concentrate on customer needs and increase sales. If you do not want to be a business owner searching for loans for bad credit to make up for low sales, you need to conduct a segment analysis to develop an excellent, effective marketing plan. There are several different types of segmentation, and success depends on choosing the right ones. In this post, the major segmentation analysis types have been described for your knowledge.
Most marketers who work for a business under the small business definition use geographic location for segmenting their target audiences. Segmentation using geographic criteria like country, state or city helps develop specific marketing mixes. Each marketing mix consists of different branding, pricing and promotional strategies. Moreover, dividing a large audience into smaller geographic groups creates measurable sales potentials. Certainly, this analysis method is useful for entering a new market or expanding internationally.
Descriptor segmentation used various descriptors to distinguish your target audience from the market at large. That way, you can better target that audience using your business slogans. These descriptors use to describe your target audience can vary, of course. In fact, possible descriptors are limitless. They are based entirely on your own business needs. With descriptor segmentation, you can use panel data, customer data or third part classifications to classify your target audience. If you want to segment your audience in the most specific, unique manner possible, descriptor segmentation strategies will fit your needs.
One of the most effective analysis types, demographic segmentation is used to discover target audiences. This segmentation procedure uses several variables like age, sex, religion and generation. Also, their occupation, income and financial status are considered. Keeping these factors in mind, marketing messages can be tailored to specific demographics, attracting target audiences more efficiently.
Usage segmentation divides customers according to the amount of product usage. Usually, this type of segmenting categorizes customers as heavy and light users. Of course, targeting your marketing campaigns at heavy users offers better return on investments. Some businesses use factors like time and place for this method. Definitely, proper utilization of usage segmentation simplifies market research and supports a winning strategy implementation.
Next, psychographic segmentation analyzes the characteristics, personality and opinions of customers. It offers in depth knowledge on the customer’s personality for more effective lead generation tools. To gain this helpful personality knowledge, their lifestyle choices are evaluated for accurate categorizing. By categorizing customers based on personality, it is much easier to cater to them. Above all, this method is helpful for customer profiling which leads to well-developed marketing tactics.
Another popular method, behavioral segmenting examines customers’ buying habits. Thoroughly investigating the customer’s knowledge, their loyalty can be reveals by looking at awareness, responses and attitude towards the company. Moreover, marketers can discover buying patterns, reasons for purchase, preferences and buying channels. All in all, behavior segmentation guides marketers to learn why customers are buying, leading to new strategies.
Overall, segmentation analysis offers intimate knowledge about target audiences to help your business avoid failure modes and effects. Various methods can be implemented for analysis. First off, marketers can consider geographic locations for categorizing. Secondly, they can group them according to demographic status. Thirdly, they might measure product usage to focus marketing campaigns on the right audience. Finally, marketers can analyze customers’ lifestyle and buying habits, prioritizing their needs. On the whole, appropriate segmentation analysis methods improve the company’s marketing strategies.
Once you have learned the difference between marketing vs advertising and identified the different types of market segmentation, it is time to conduct a segmentation analysis for your business. What does this entail? All you need to do is identify your target audience. Then, once you have done that, you can research this particular market segment to determine what they want and need to gain an idea of their buying process. After you have that information you can use your market segmentation analysis results to create an effective marketing plan.