Segmentation Marketing Strategies

Segmentation marketing strategies are one of the most used elements by companies. The goal is that by dividing a market into smaller segments with similar characteristics and needs, companies can offer more personalized and relevant messages and products. This, in turn, improves customer satisfaction and increases their engagement with the brand.

Discover how segmentation marketing strategies can boost customer engagement and take your brand to the next level.

One of the purposes that marketing directors and CMOs seek when incorporating segmentation marketing strategies is to boost customer engagement. There are different ways to carry it out, from demographic segmentation to psychographic segmentation, including more advanced strategies such as micro-segmentation.

In the following, we will discuss some of the most important approaches used in segmentation marketing to improve the customer journey and increase customer customer loyalty .

Demographic segmentation

To carry out a demographic segmentation it is necessary to focus on aspects such as age, gender, income, education, or marital status. With this data, marketing departments can create a customer profile that allows them to approach customers and offer them products related to this data.

In this way, for example, a manufacturer can provide a certain item suitable for people over 50 years of age or for users with a high level of income. Thanks to this type of segmented digital marketing, customer engagement can be improved.

Geographic segmentation

This type of segmentation marketing divides customers and potential customers according to their geographic location. The assumption here is that needs are not the same depending on where each person comes from and that consumer preferences vary according to region, climate, culture and lifestyle.

In this way, specific targeting is established to allow organizations to adapt their campaigns to the particularities. An example of this type of segmentation could be that of an air conditioning salesman: it is not the same to sell it in the south of Spain as to sell it in Norway.

Psychographic segmentation

In this case, CMOs focus on the psychological and emotional aspects of consumers. Here the attitudes, lifestyle or interests of each person come into play. For example, it is widely used by companies in the retail sector, which can carry out content personalization based on the tastes of different groups of people. B2B market segmentation, on the other hand, can offer companies operating in a given sector solutions that are tailored to their needs.

Behavioral segmentation

Behavioral segmentation focuses on dividing consumers according to their consumption habits. In this case, the marketing departments analyze the consumer behavior and create target groups based on such aspects as purchase frequency, brand loyalty, the level of customer interaction with the company, and how well promotions and campaigns are working.

With this type of segmentation, it is possible to personalize content by developing specific messages to build customer loyalty by offering incentives or developing reward programs.

Microsegmentation

Micro-segmentation is designed to attack very small market niches. In contrast to other segmentation marketing strategies, the aim here is to identify very small groups of users or consumers who have very specific needs.

A successful micro-segmentation strategy requires detailed data and analysis to identify patterns and trends. In this sense, a platform such as RedPoint Global by aggity allows to have a complete and detailed view of the customer, and to establish personalized communications and marketing automation in real time, maximizing the conversion of actions and campaigns.

B2B market segmentation

Finally, this type of segmentation, unlike B2C market segmentation, is a type of targeted marketing. The division can be made depending on the sector in which the client company operates, the size of the companies, the purchasing cycle, which people have purchasing responsibilities or which products or solutions are more appropriate for the companies based on their turnover.