Using digital marketing to gain more attraction in your customer segment
We call a customer segment a certain division of a company's audience. This is a solution to facilitate the development of marketing strategies, making them more coherent in light of the company's objectives and the characteristics of the public. Furthermore, it can help reduce online advertising costs.
In this article, you will understand this subject in more depth and learn how audience segmentation is applied in digital marketing. So, continue reading and enjoy!
What is a customer segment?
The customer segment is a division of a company's audience. It is a way of bringing together groups with similar characteristics to develop more effective strategies, relating with these people in favor of the company's objectives.
Because it's important?
Carrying out customer segmentation is a very relevant step for any company. This is because, with it, you can have a more precise view of the group of people you want to interact with.
Furthermore, a company can have more than one customer segment. After all, each product or service can be ideal for a certain group. To illustrate, let's analyze the following examples.
Imagine an event organization company. Among the services provided are: debutante parties, weddings, school graduations and higher education graduations.
Using the same strategy to promote all these services could be a mistake that will generate major misfortunes for the company.
The reason for this is that the public that would be interested in hiring services for a debutante party has little in common with those who want a wedding party.
Another example is car dealerships, which generally have a wide variety of models for sale. Therefore, it needs to understand the segment of customers interested in each model and brand. Especially because those who want SUVs probably won't be interested in Coupés.
Knowing your customer segment
There are several ways to segment customers in order to get to know them better. The process can begin with a market analysis, to obtain deeper knowledge about the company's business.
Afterwards, it is interesting to carry out an analysis of statistical data on the profile of consumers in the company's sector. Using the example of the dealership mentioned above, the idea would be to map the characteristics of common buyers of SUVs and Coupés, through data and information collected by specialized entities, such as WGSN and Edelman, among others.
In this sense, to effectively understand them, it is recommended to carry out analyzes of the geographic, demographic, psychographic and behavioral characteristics of each customer segment. In other words, you need to understand where they live, age group, ethnicity, gender, education, lifestyle, purchasing patterns, among others.
More interesting recommendations are in-depth investigations based on surveys and interviews directly with the group of individuals considered the company's “ideal customers”. This can be carried out by the company's marketing department or by hiring specialized consultancies.
Segmentation in digital marketing
A customer segmentation is one of the pillars of digital marketing industry. This is because one of the benefits that the internet provided us was the possibility of selecting who will receive a certain piece of advertising, based on the geographic, demographic, psychographic and behavioral characteristics of the network users.
This means that a company can run specific ads for each of its customer segments, making its strategies more assertive and effective. In other words, it is different from traditional advertising – carried out on more general platforms such as television and radio – in which individuals outside the company's target audience can be reached on a given topic.
In this way, companies can benefit from a significant reduction in advertising costs. After all, with the segmentation of digital channels, it becomes possible to have greater spending control, allocating investments to specifically reach the relevant audience.
All of this is possible through access to the large amount of data available on the Internet. Of course, always with the consent of users and following the LGPD guidelines. Either way, advertisers have access to valuable information that can lead to data driven strategies marketing.
Effective segmentation and strategies
When it comes to data driven marketing, you can be sure that Beatz is an expert. All the customer segmentation strategies and techniques that I mentioned throughout this text are the basis of our work, especially in paid traffic planning.
We understand the importance of defining the customer segment based on the objectives of each of our customers and, therefore, we carry out personalized strategies.
Furthermore, although segmentation is already a procedure that brings many benefits, we also carry out periodic optimizations of all campaigns, always guaranteeing the best possible result.
Access our cases page and discover everything that Beatz's methodology can achieve. You can also Get in touch with our team of experts and find out how we can enhance your company's performance.