A lot of marketers create uniform messaging on their ads and campaign. According to a digital marketing speaker Hong Kong, creating general ads is not as effective as advertising customized campaigns. Even a social media agency Hong Kong highlights the importance of a more refined approach to connecting brands with modern consumers. A video marketing agency Hong Kong recommends that brands and businesses need to segment their target market to give them the content they really want. As such, here are some of the best ways to segment target audiences.
WHAT IS AUDIENCE SEGMENTATION?
Audience Segmentation means organizing target markets into subgroups. The subgroups have common denominations, interests, or preferences. It aims to deliver personalized or tailored messaging for stronger campaigns and connections. Audience segmentation means creating separate divisions based on behavior, demographics, geographics, and psychographics. Some examples are:
- Family-oriented versus Individualistic
- Male versus Female
- Europeans versus Asians
- Leaders versus Followers
IMPORTANCE OF AUDIENCE SEGMENTATION
Audience segmentation is a very important aspect of a marketing strategy. In fact, it is included under Step 2 – Focus, of Seth Godin’s 5-Step marketing process. It means deviating from creating content that appeals to everyone. Instead of ending up pleasing no one, it is best to tailor messages that resonate with specific audiences. Meeting up specific needs, as audience segmentation did, can help drive conversion rates, earn loyalty, and increase sales.
Put yourself in the customer’s shoes. If you feel that a message was written just for you, you will more likely be receptive to the message. Audience segmentation makes that kind of message personalization highly possible. By creating a customer persona and identifying their pain points, you can separate them into groups. It follows by sending them customized marketing messages that appeal to each group.
WAYS TO SEGMENT TARGET AUDIENCES
Marketers can segment audiences in 4 ways – behavior, demographics, geographics, and psychographics. Each way depends on the product or service a brand or business is offering. Let us find out the basics of each way to segment target audiences.
Behavioral
Audience segmentation through behavior means dividing target markets according to benefits, buying stage, engagement, intent, life cycle, occasion, previous purchases, and usage. The main advantage of behavioral segmentation is optimizing every step of the buyer’s journey. By following what’s popular and trending, a brand or business can scale ads and campaigns quickly and successfully.
Demographics
Audience segmentation through demographics includes dividing target markets according to age, educational level, ethnicity, gender, income, life stage, or social status. Through such data, brands and businesses can create personalized messaging that appeals to the preferences of each demographic group. It can improve customer experience and increase brand loyalty.
Geographics
Audience segmentation through geographics means dividing target markets according to the area, city, climate, country, culture, ethnicity, density, language, and population. It allows brands and businesses to do more cost-effective ads and campaigns. It also allows them to focus marketing efforts on a defined area of interest.
Psychographics
Audience segmentation through psychographics includes dividing target markets according to attitudes, beliefs, concerns, interests, lifestyles, opinions, personalities, and values. The main advantage of psychographic segmentation is relevant customization. By emotionally connecting to the target customer, a brand or business can most likely influence their purchasing decisions.
Reference: https://blog.red-website-design.co.uk/2022/07/06/customer-segmentation/