Audience segmentation is a basically a process of dividing targeted people into homogeneous categories centered on a number of aspects such as demographics, communication behavior, product preference, as well as the media use. This method is mostly used by marketing teams of different companies in designing their advertisement structure to get control of a wider market. The segments are presumed to have the similar behavioral pattern, needs and interest. However, for an effective audience segmentation, a number of issues need to be focused on.
First of all,practicality of significance when breaking down the categories. You need a manageable size where you can easily interact and get the right feedback. Having too many segments will make your work difficult and slow in in getting the right data, on the other hand, having too few will also not give you the average data you need. It is always suggested to have at least ten groups so that you can create a mutual and long-term relationship as well collecting the right data for your product promotion strategies. However, the groups should be mutually exclusive where there is no correlation of certain aspects among the groups.
The Amount of those segments are mostly influenced by the Category list you have. The list should be realistic and simple to understand. Avoid using sensitive matters about the social welfare when grouping the segments because this may lead to discomfort and several attendees. The social matters mostly include health matters, financial capabilities and number of family members.
Therefore, Concentrate on general issues such as demography, which basically entails dividing the viewer into age, sex, nationality or job. There’s also psychographic in which you focus on the hobbies and attention of the audience. Geographic location might also be one of the principle elements to consider while also putting more emphasis on the buyer behavior as well as the influence level of the product. The previous interaction that the audience needed with your brand will also help you know the strengths and weaknesses of this brand. Thus, when establishing a category list its advisable to concentrate on issues that are tactical and play a vital part in your marketing. The relevance of each group is crucial for the kind of information collected.
Well, having the number of relevant groups you’ll need is Not sufficient, you have to acknowledge that they might also want something that might Act as a motivation and also a boost to a social interaction. This might not necessarily mean only gift macherndise for their cooperation but also getting the ideal customer care and respect is very essential for them. This should also be a learning a forum for them where they can learn a few details about marketing or the history of the company. The process should be transparent and comforting between the company’s marketing team and the segments.