Basic Concepts Of Audience Segmentation

BASIC CONCEPTS OF AUDIENCE SEGMENTATION Audience segmentation is a marketing strategy that separates a company's target audience into several small parts. That way, companies can create more appropriate marketing activities and build strong relationships with their audiences. Audience segmentation is also an important part of audience analysis and helps companies create more engaging content for their consumer base. Meaning of Audience Segmentation Quoting Send Pulse, audience segmentation is the process of separating your audience into several groups or clusters. The members of the group have something in common with each other. This could be gender, location, interests, attitudes, and so on. Segmenting your audience helps you create offers, advertisements and products that suit your target consumers. Audience segmentation lets you know that each group can respond differently to changes in social terms, attitudes and the messages conveyed by the company. In the past, audience segmentation was not easy. However, the emergence of various marketing tools such as SEM, SMM, and other channels means you can segment your audience more easily. Why is Audience Segmentation Important? Companies may reject your proposal to segment their audience because they don't want to leave out all types of consumers. This is because companies can create campaigns or content that is interesting to everyone. However, this actually creates boring and generic marketing material. Thus, making people not interested in him. Segmenting your audience makes your marketing activities less mediocre and more personal to your target audience. So according to Indeed, several benefits that companies can get from audience segmentation are as follows. • increase the retention rate of current consumers • create stronger relationships with new and existing consumers, thereby gaining their loyalty • create a mentality that cares about consumers first (customer-first) • differentiate marketing activities from competitors • get new sales leads • increase the conversion rate Types of Audience Segmentation Then, how can you segment your audience? There are several types of segmentation that are commonly carried out by marketers, adapted from Go Squared. 1. Demographics This type of segmentation differentiates audiences based on their marketing demographics. Below are some of the criteria that are popularly used. a) Age Segmenting by age is very important because a person's preferences can change over time. People from different age groups have their own way of communicating with brands. So, conducting research and considering these differences is important for the sustainability of your marketing activities. b) Gender Another popularly used demographic audience segmentation is gender. Because, each gender has a special way of thinking, needs and desires. For example, men and women have different desires for body care products. c) Location This segmentation variable is very important because audiences in one location have different cultures, languages, climate conditions and time zones than consumers in other places. So, it is important for you to create marketing messages that suit local audiences. For example, you want to target an audience who lives in the city of Bandung. So, using Sundanese in marketing messages can be suitable for use with audiences in Bandung. d) Income Revenue is also a popular component used in audience segmentation. Based on income, you can know which product or service is right for your audience. For example, you work at a luxury brand. So, it's a good idea to promote your product to people who have high incomes. 2. Behavioral Behavioral audience segmentation is a separation based on consumer shopping habits and how they interact with your brand. Below are some commonly used categories. a) Buying habits Look at the challenges that make it difficult for users to make decisions. People will hesitate to buy something because of three things; • they wait for a good offer • they are looking for social proof • they just “look around” and are not in a rush to buy things To deal with this, Send Pulse has several tips. • for the first type, use holiday discounts to make the audience buy the product • for the second type, get feedback from consumers who are happy with your product or service • for the third type, it's a good idea for you to leave them because they tend not to buy anything b) Benefits Another audience segmentation based on behavior is benefits. Here, you separate consumers based on the benefits they are looking for. That way, you can motivate your audience to buy your product or service by emphasizing the benefits they can get. c) Level of engagement Several users will usually contact your brand. So, you can do a survey to find out if there is anything you are missing. Other users will use your product or service, but not use all its functions. That way, provide content about how to use your product or service or highlight all the features that will be useful for them. Meanwhile, for users who have integrated your brand in their lives, give them bonuses or loyalty programs. Also congratulate them on their birthday. 3. Buyer's journey Consumers from various stages of the buyer's journey require different marketing strategies. The stages of the buyer's journey usually contain awareness, consideration, and decision. Buyers who are in the awareness stage are usually looking for solutions to the problems they are experiencing. Meanwhile, when in the decision stage, buyers already know what to buy and are ready to make a decision. That is brief information about what audience segmentation is that you should know. Doing this can help you create messages that are more appealing to your audience. So, your relationship with consumers will be better and they will be more loyal. Audience segmentation is one of many strategies that can help make your marketing activities successful.