Are you the same person as your friends and family members? Do you also like, need and want the same things as your brother, sister, mother, or father? Obviously, this is all a big no! You’re your very own person.
So, why do some companies and brands expect to appeal to a diverse range of customers with the same content with their marketing campaigns all the time?
Marketing companies find it to be an integral part of their marketing strategy to divide their audience by a range of parameters. This is very useful to effectively approach different segments based on their needs. Additionally, the trends and technology prevailing today in the industry make it extremely important to personalize content for customers, for which segmentation is essential.
Moreover, artificial intelligence, machine learning techniques and analytics methodologies combined with cutting-edge online marketing automation tools will soon transform the way marketers see their marketing campaigns and the way customers evaluate them.
In this blog, we will be discussing some of the popular ways companies segment their audience.
Geographical and Personal Details
Segmenting customers by their geographical and personal details, like age and gender, makes it easy for companies to run location-based campaigns and offer products and services based on someone’s age or gender – think beauty products, clothes, even spa services.
Such segments are very common, and most companies probably have some level of geographical and personal details in their database.
Psychographics – Behavior, Opinions, Preferences, Choices
Every customer is a distinct individual who makes their own choices and has specific preferences and opinions. Customer behavior and preferences can be understood by the way marketers track web sessions and how people navigate certain areas of a website. This behavior can be easily tracked through analytics and search engine optimization tools and techniques.
Intelligent Segmentation through Machine Learning for Smarter Automation
In earlier times, it was counted as something extraordinary if a customer was greeted with a personalized text message upon purchasing a product or entering a hotel. Today, it is considered the norm, and the absence of such personalized communication is considered below standard. This is because the standard of marketing is constantly on the rise, thanks to technology. Artificial intelligence and machine learning play a huge part in providing customer experiences that are perceived as different and exclusively designed for them.
The aspects of online marketing automation are very dynamic, and can never be taken for granted, especially knowing the lightning speed of advancements. Marketers must keep an eye on changing customer behavior and choices to always be in a position to figure out what changes they need to make in their marketing data and strategy. Being complacent about a perfect marketing strategy might get them in trouble.