What Is Market Segmentation?
Market segmentation is a marketing term used to divide up potential customers into different segments depending on their likes and interests. Chances are high that the targeted segment will respond positively to what the company is trying to sell. Market segmentation allows businesses to offer different products for different people. For example, one type of product is used by someone who is just starting and, the second type of product is by someone who is established in the industry.
Market segmentation helps companies to identify target groups and then they tailor their branding and marketing accordingly. The market can be segmented in different ways such as geographical, demographic, and behavioral.
When a company is aware of how they will market and deliver a product, they can explore new business ventures. Market segmentation allows targeting just the people who are most likely to become satisfied customers. By dividing a market up into groups of people with similar characteristics, makes it easier to reach them more effectively and offer better products and services. It allows the creation of more personalized and targeted marketing efforts.
Importance of Market Segmentation
Now that you understand the four major types of market segmentation, you’re probably wondering what the major benefits are to implementing them. Market segmentation allows companies to find out more about customers and their needs. They can then tailor their campaign to the needs of each customer.
This strategy is vital for creating a cohesive plan. It does more than just place your target market into segments.
1. Customer Retention
Identifying customer wants and needs will help in keeping them happy which, in turn, will lead to greater customer retention. As they get a better experience with the brand and their needs are being met, customer retention becomes easy. According to a recent study, customers are more likely to switch over to competitors when they have a bad customer experience (the study also found that this contributed to their overall brand experience).
If every message and product shared with them resonates in some way, customers will have a very difficult time saying no.
2. Grow the Business
If you want to explore new markets, market segmentation can help you find customers that are similar to your current ones. Market segmentation is also a good way of discovering what is missing from your current targeted audience, which means that it can be used for both the people who already know about you and for those who don’t. Analyzing the customers in-depth will help to uncover unexpected problems that needs to be solved, which makes you a better business partner.
Being able to identify current & potential audiences can result in launching new products, rebranding old ones, or coming up with new brands. All of these can help you reach more potential customers while bringing them in with content they’re more likely to engage with.
3. Lower the Spending Rate
Understand how to speak with customers in the right way and be less inefficient, with the costs often being better managed. Segmenting your customers correctly is the key to successful marketing. Gone are the days of your team spinning its wheels trying to come up with something that will stick. With segmented campaigns, you’ll be able to reach your target audience every single time.
How Market Segmentation Helps Business
1. Improves Campaign Performance
Market segmentation is powerful for improving marketing campaigns: it can help reach the right people with the right message at the right time. Knowing more about your audience will allow you to focus your efforts where they’re needed most.
Focusing on a specific niche is much more effective than trying to target a very broad audience. This way, you won’t have to spend as much money on ads and still get a good return. It’s important to see who you’re marketing to, so your marketing campaign is more successful. You can greatly increase the conversion rate of a campaign if you direct it to someone with the right characteristics.
Targeting is an effective marketing technique that allows brands to improve content relevancy, conversions, and ROI. For example, a brand could be promoting dental tools to dentists but not showing these ads to anyone else as it would be of no use to them. Targeting only works for certain brands.
Even if you have an extensive range of potential customers, segmentation allows you to talk to different groups more and make yourself more relevant to them. Let’s say that for example, you sell furniture. You might be able to build better connections with people of a certain age by using their knowledge or passions as discussion points to their age.
2. Product Development
Segmenting your market well can help you to develop products that meet the needs of your customers better. By targeting certain segments and creating different products for different parts you can develop a product that is tailored to their needs, which means they b will more likely to purchase it.
Say, for example, you run an auto company and main customer base is middle-class families. Design a car with lots of seating and legroom to fit an entire family with several kids. Make sure that almost all of the controls are easily reached from the driver’s seat, or otherwise within touch or reach.
However, also segment the audience and create an offer that will appeal to each one. For example, one segment might be people who like hiking or traveling. To appeal to them, you could offer a car with a sturdy outdoor design. Another segment might prefer to take trips into the city. You might make this car smaller so that the drivers can easily navigate narrow city streets and fit into tight parking spots.
The best way to sell the products successfully is by considering the needs of your customers. You’ll make them happier, increase customer retention, and impress others with your excellent customer service.
3. New Areas to Expand
Companies should identify audience segments to which they are not marketing, and then use this insight to expand into new markets. Market segmentation is a technique that can help the company to figure it out.
Looking at audience data helps in finding things, like interests or most-used apps. For example, if a business is selling goods in stores and they look at the behavioral data and see that a lot of customers are interacting with their website they might want to expand their business into e-commerce. Based on this information, they could then decide to take one of two paths – either opening an online store or advertising their online marketplace more.
As an example, a company that primarily caters to middle-aged women might start selling kids’ clothes too. They could introduce these items and market them as gifts for their grandchildren.4. Improves Business Focus
Market segmentation can help businesses focus their efforts and select a particular market to specialize in, which will enable them to establish a brand identity and produce products that meet people’s needs. Brands that try to appeal to everyone will come off as generic. A company might also confuse customers by trying to cover too many markets. This could make it hard for customers to know what the brand stands for and what kind of product they’re offering, which will in turn lower quality and customer satisfaction. A common concern for first-time entrepreneurs is how to make their company stand out if they have a product offering that matches a competitor’s. However, many of the world’s most renowned brands have found success in focusing on fewer products at the beginning stages of their growth to give themselves a competitive edge.
4. Helps in Other Business Decisions
Market segmentation can also help with other aspects of your business, such as pricing and distribution. For instance, retailers sometimes offer a lower price for one product just to get customers in the door, so that they see other products that are still expensive.
Businesses sometimes need to make tough decisions like deciding how much they should charge their customers. One thing that can be done is segmeting the market by the demographics and analyze the trends of customers willing to pay for different items. They may also take into account their customers’ price sensitivity – the degree to which their price affects their purchase decisions. Timing special deals and promotions at the right time can help businesses boost sales and keep them up.
The process of market segmentation can show you where your company should focus its resources. For example, some people prefer to shop online while others prefer shopping in a store. Companies can also use Google Maps to determine which stores their target customers visit for a specific product. For example, if it is a luxury items, you might want to find out where the customers go. Furthermore, demographic data also helps in deciding what type of location is best suited for particular business.
5. Creates and Provides Market Opportunities
Market segmentation helps to identify and recognize potential market opportunities. The market segments where the consumers are less satisfied with the other brands are the opportunity areas for the company to focus and to establish its brand. The companies can work in these segments and provide a better product to the consumers and earn the consumer’s loyalty. Thus, market segmentation gives excellent market opportunities.
Market segmentation is important and the benefits of market segmentation are unavoidable. However, at the same time, you need the right resources and expertise to acquire all the advantages of market segmentation. Make sure to have a look at the market segmentation benefits to get to know more about things in this regard. It is very important to understand what the consumer and the market demands and what are their actual needs. Effective marketing can be implemented only if the potential and promising market has been identified else all the efforts of marketing goes in vain