The reason a business thrives is that they know their customers’ needs. And they cater to it.
This is where market segmentation could come in handy. But what is “market segmentation” exactly?
What is Market Segmentation
Market segmentation is like an identification process. What you do is you group your target market based on various parameters.
It can be demographic, like grouping your market based on gender, age, or location. You can also group them based on psychographics, such as where they are on the buyer’s journey.
The primary reason is to make it easy for you to personalize your marketing campaigns.
For instance, single customers have their preferences than married ones. This means that you might need to tweak your marketing message, depending on your market segment.
Other than that, here are ten more benefits of market segmentation:
Identify Market Opportunities
Market segmentation allows you to look for opportunities in the market.
A marketer can research the needs of every segment with the current offers of its competitors. Then, from that study, the marketer can find out the things that satisfy their customers.
Segments with low levels of customer satisfaction can present excellent marketing opportunities. For instance, a customer may not be satisfied with what a particular product offers, or its after-sale service.
This kind of situation provides the marketer an opportunity to develop a new product range, and then market them well.
Adjustments in Marketing Appeals
As a seller, you can make adjustments in your products and their overall marketing appeal.
Instead of coming up with a single marketing program to drive sales, it would be ideal to create separate ones. This will depend on the market segment that you want to target.
The key here is to push them further down the buyer’s journey. The right advertising and promotional appeal will be made depending on who is your target audience.
When the focus and target market is well-defined, that is where competitiveness comes in.
As you already know who your target audience is, naturally, the competition in the market will increase. Your marketing team has to always come up with fresh and unique ideas on presenting the brand better, making it stand out from the rest of the pack.
Tapping into different offers and discounts is a great way to attract more customers and gain their loyalty to your brand in the long run.
One type of market segmentation is geographic segmentation, wherein you can immediately expand.
If you have a marketing strategy in terms of geography, you can expand to a nearby area after catering to a particular location.
In that same way, when targeting customers based on demography, you can expand on similar products.
Segmentation plays a vital role in that expansion. You cannot expand on a particular location without having an idea of what customer segments you will be meeting.
Retention of Customer
Customer segmentation also plays a vital role in increasing customer retention.
Here’s the thing: Just become someone visited your online store does not mean they are ready to buy.
Some of them are wondering what you offer. And some are checking whether you can cater to their needs.
What’s important is that you have the right content for various stages of the customer journey. That way, you can capture their contact details, which you can use for nurturing and retention.
Know Your Customer Better
Marketing segmentation also allows you to know your customers just a little bit better. It enables you to study what their needs currently are, which reduces the risk of having unsuccessful marketing campaigns.
As customer research is done in advance before the campaign is fully launched, the chance of becoming more successful is much higher. That’s because marketers have done their homework when marketing is concerned.
It is also easier for marketers to strategize and then plan their campaigns based on their prospects’ needs as per market research.
Product Development and Design
Another benefit of market segmentation is that it lets you anticipate market demands.
Now more than ever, many companies are using market segmentation to know what works and what is not. It can be the products that you offer or the campaigns you use.
Even your market segment can show whether you are targeting the right people or not.
You can use this insight to make necessary changes to your products and services. The same thing goes for your marketing campaigns.
This ensures that all your customers’ needs are met in the most efficient way possible.
When you segment your market, you will be increasing your competitiveness as far as marketing is concerned. You will also be able to correctly price items based on various customer segments.
It also allows you to single out what are the best market prices, and then come up with set prices for your products and services.
Through market segmentation, you ensure that the prices for your products appropriate. Doing so also ensures your profitability.
Improved Marketing Efforts
Through market segmentation, you can understand the various mindsets of their customers.
These benefits allow you to make necessary adjustments in your marketing initiative. Thus, you are sure to satisfy the needs of your customers.
This includes making the right advertising and sales promotion.
Help in Distribution Strategies
Segmentation also aids you when it comes to incorporating various distribution strategies. Different marketing segments may need a diverse distribution mix.
Imagine you have a product that is meant for people whose household annual income is at least $180,000. Then it must be distributed on various outlets at selective prices.
You need to know what your customers and marketing demands are and their needs.
You can only implement effective marketing if your market is already identified.
Otherwise, all of your team’s efforts will put in vain. It is always crucial that you place yourself in your customers’ shoes.
This allows you to know what is expected with your products and services if you place yourself in their current situation.