Everyone knows that consumers tend to have certain buying habits. The definition of market segmentation is understanding and targeting those habits of the specific group of consumers that you want to reach. Matching the language and habits of your desired and potential consumers is the best way to draw them in and get them to do business with you.
Market Segmentation Means Producing the Right Fit
When you are marketing online, you need a refined understanding of how your market segmented. Customers online tend to search by using certain language; web content itself is a "product." Thus, you want to speak as smoothly and naturally as possible to your online customers, using the market segmentation process to design your message effectively.
Finding the natural search phrase that your customers are likely to use is something of an art: for example, if you sell organic dog food, you will be using language like "natural," "healthy," or "pure" rather than "meaty, cheap, and practical." Of course, you need to find a happy medium. You must be able to attract the customers you want, without becoming so narrow that you exclude potential customers who might be on the horizon.
Behavioral Forms of Segmenting Your Market
Marketers have traditionally considered traditional demographic information like age, gender, ethnicity and income as part of their research. But the segmentation process will encourage you to look as well at people's behaviors: do consumers use coupons or do they spend a lot of time online, for example. This allows you to design marketing campaigns that are focused and therefore more effective.
Let's take the example of a product that is primarily an online service. It will be essential to promote your service through a tech-friendly and social media-based advertising strategy. Your strategy must identify keywords and behavioral habits of your online customers. Once you succeed in attracting those online searchers, you will have to supply a convenient and easy online checkout system for your buyers. Including behavioral factors along with demographics will create just the right balance.
In summary, when considering the process of segmenting your marketing, you need to ensure:
1. Your products are marketed to the needs of a particular market segment
2. You must focus on customer behavior as well as on customer demographics
The definition of market segmentation means understanding your customer base and targeting them effectively.
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