market segmentation and targeting pdf

Market Segmentation And Targeting Pdf

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In marketing , segmenting, targeting and positioning STP is a broad framework that summarizes and simplifies the process of market segmentation.


Using different types of market segmentation allows you to target customers based on unique characteristics, create more effective marketing campaigns, and find opportunities in your market. Market segmentation is the process of dividing a target market into smaller, more defined categories. It segments customers and audiences into groups that share similar characteristics such as demographics, interests, needs, or location.

The importance of market segmentation is that it makes it easier to focus marketing efforts and resources on reaching the most valuable audiences and achieving business goals. Market segmentation allows you to get to know your customers, identify what is needed in your market segment, and determine how you can best meet those needs with your product or service. This helps you design and execute better marketing strategies from top to bottom.

You can avoid generic, vague language that speaks to a broad audience. Instead, you can use direct messaging that speaks to the needs, wants, and unique characteristics of your target audience. With dozens of marketing tactics available, it can be difficult to know what will attract your ideal audience. Using different types of market segmentation guides you toward the marketing strategies that will work best. When you know the audience you are targeting, you can determine the best solutions and methods for reaching them.

On digital ad services, you can target audiences by their age, location, purchasing habits, interests, and more. When you use market segmentation to define your audience, you know these detailed characteristics and can use them to create more effective, targeted digital ad campaigns.

When your marketing messages are clear, direct, and targeted they attract the right people. You draw in ideal prospects and are more likely to convert potential customers into buyers. Being more specific about your value propositions and messaging also allows you to stand out from competitors.

Instead of blending in with other brands, you can differentiate your brand by focusing on specific customer needs and characteristics. This distinct value and messaging leads to stronger bonds between brands and customers and creates lasting brand affinity. Niche marketing is the process of identifying segments of industries and verticals that have a large audience that can be served in new ways. When you segment your target market, you can find underserved niche markets that you can develop new products and services for.

Targeting in marketing keeps your messaging and marketing objectives on track. It helps you identify new marketing opportunities and avoid distractions that will lead you away from your target market.

Within each of these types of market segmentation, multiple sub-categories further classify audiences and customers. Demographic segmentation is one of the most popular and commonly used types of market segmentation. It refers to statistical data about a group of people. Where the above examples are helpful for segmenting B2C audiences, a business might use the following to classify a B2B audience:. Because demographic information is statistical and factual, it is usually relatively easy to uncover using various sites for market research.

A simple example of B2C demographic segmentation could be a vehicle manufacturer that sells a luxury car brand ex. This company would likely target an audience that has a higher income. Another B2B example might be a brand that sells an enterprise marketing platform. This brand would likely target marketing managers at larger companies ex.

Psychographic segmentation categorizes audiences and customers by factors that relate to their personalities and characteristics. Psychographic segmentation factors are slightly more difficult to identify than demographics because they are subjective. They are not data-focused and require research to uncover and understand.

For example, the luxury car brand may choose to focus on customers who value quality and status. While the B2B enterprise marketing platform may target marketing managers who are motivated to increase productivity and show value to their executive team. Related: 4 types of market research to fuel your marketing strategies. While demographic and psychographic segmentation focus on who a customer is, behavioral segmentation focuses on how the customer acts.

These activities may relate to how a customer interacts with your brand or to other activities that happen away from your brand. A B2C example in this segment may be the luxury car brand choosing to target customers who have purchased a high-end vehicle in the past three years. The B2B marketing platform may focus on leads who have signed up for one of their free webinars. Geographic segmentation is the simplest type of market segmentation.

It categorizes customers based on geographic borders. Geographic segmentation can refer to a defined geographic boundary such as a city or ZIP code or type of area such as the size of city or type of climate. The marketing platform might focus their marketing efforts around urban, city centers where their target customer is likely to work. Use the following market segmentation process to learn about your audience and find new marketing and product opportunities.

If you have existing customers, start your market segmentation process by performing an audience analysis. An audience analysis allows you to learn about your customers and begin to identify trends that exist within your current customer base. Use these market research questions to guide your research. Go right to the source and conduct interviews with existing customers, past customers, ideal customers, and prospects and leads. Ask questions that help you fill in the details of all four types of market segmentation.

If you have a sales team that spends a lot of time working with customers, use them as a resource. Interview them to find commonalities or trends they often see while working with your customers. Your business likely has loads of data that can help you get to know your customers. Use your customer relationship management tools and point-of-sale systems to find trends related to behavioral segmentation. Pull data that shows how much customers spend, how often they visit your store, and the type of products and services they buy.

Your website also has data that can help you learn about your audience. Use Google Analytics to find details related to all four types of market segmentation. For example, you can learn about customer behavior by seeing what pages users visit, how long they stay on the site, and what referral sites led them to your site.

Enter your site URL, and the report shows you where your website visitors are located across the world. Enter your site URL to produce a report of categories that your audience is interested in. Learn more about your audience by seeing what other websites they use. Start by using the Audience Overlap tool to create a list of sites that your audience visits. The tool produces a report of the top keywords driving traffic to the listed sites.

Use this data to identify the topics and themes that matter most to your target market. A buyer persona is a semi-fictional description of your ideal customer. It allows you to clearly visualize the person that your brand is trying to attract.

Knowing whom you want to work with will make it easier to find the right market segment opportunities. If you need help with creating a persona, use this free downloadable buyer persona template to walk you through the process.

Once you have a buyer persona that describes your ideal customer, start looking for market segment opportunities. A market segment opportunity is a trend that can drive new marketing tactics or offerings.

To find them, first ask questions about your brand. Then, refer back to your audience analysis and buyer persona and ask questions that uncover opportunities.

Identify a few potential market segment opportunities, and then research to confirm that they are viable. Before you launch a marketing campaign for a new segment of your market, verify that it is a good option.

Research to see what competition exists and if audiences are interested in your new market. Perform keyword research to make sure audiences are searching for terms related to your new market segment. Look for phrases that are popular with low competition to find a sweet spot. If there is interest in your market, research to see what competition is already in the space.

Enter a search phrase to create a report with brands that own the top share-of-voice for the phrase. Share of voice represents the amount of traffic that a website receives for a specific keyword.

It helps you identify brands already in the market, so you can see if you can compete with them and how you can differentiate your brand from their existing offerings. Create a few campaigns to test your idea. Try new markets and track your results to see where you can find a sweet spot that resonates with audiences. Small market tweaks can lead to big results, so continue to go through this process, test, and iterate based on what you learn.

Market segmentation helps your brand get clear about your audience and goals. You can get to know your audience, see how to better serve and reach them, and find new markets to grow into. Receive new SEO, content marketing, and competitive analysis tips straight to your inbox. Related Posts. February 17th, 0 Comments. February 8th, 0 Comments. January 15th, 0 Comments. Competitive Intelligence.

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4 Types of Market Segmentation With Real-World Examples

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Register as a Premium Educator at hbsp. Publication Date: June 27, Industry: Manufacturing. Industry: Hospitality. Industry: Healthcare.

Tags: Marketing Strategy market segmentation Market Targeting. Like demographic , geographic , psychographic or behavioural segmentation. First, we have undifferentiated market targeting. Often referred to as mass marketing, the undifferentiated strategy basically ignores the differences between market segments and treats the entire market as one, single target. Fundamentally, there is no targeting at all.

PDF | Businesses may not be in a position to satisfy all of their customers, of target marketing, including; market segmentation (ii) market.

4 Types of Market Segmentation With Real-World Examples

Elaborates on the prerequisites for designing a successful marketing strategy: market segmentation, target market selection, and product positioning. A rewritten version of an earlier note. To introduce market segmentation, target market selection, and product positioning. Sep 9, Revised: Apr 17,

Learn more. The latest revision December features new topics such as demand space segmentation and segmentation based on multiple consumer channels and touchpoints. The revision also expands on examples of how segmentation and targeting can heavily impact an organizations' product offerings and corporate structure. Learn more: bit. Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing.

The study of buyer behavior helps marketing managers better understand why people make purchases. But how does regional segmentation work? This divides the market into groups based on their knowledge, attitudes, … Locality is another general element in market segmentation… There are countless shiny tools, channels, magical chatbots and everything in between, but ultimately all marketing … market segmentation strategy being a well-accepted component of marketing strategy Dibb , In dividing or segmenting markets, researchers typically look for shared characteristics such as common needs, common interests, similar lifestyles or even similar demographic profiles. One faction within the market may be recognized by gender, while another may be made up of purchasers within a certain age category.

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4 Types of Market Segmentation With Examples

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Waskar M.

Using different types of market segmentation allows you to target customers based on unique characteristics, create more effective marketing campaigns, and find opportunities in your market.


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Г‰tienne L.

Learn about the 4 most common types of market segmentation, plus some other ones that you may have missed.


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