Segmentation comes up a lot when we talk about Digital Marketing, but what is it? What does it mean, and why is it important?
Let’s first define Segmentation. The technical definition of Segmentation is best summed up by saying:
Segmentation is the process of dividing an audience of potential customers into groups based on different characteristics or criteria. – The Internet
Ok, that is a good place to start but if you really need to understand this term and use it to your advantage when you encounter it in the “wild” we are going to need to do a deeper dive. Digital Marketing has a lot of jargon to navigate, and it can mean different things depending on where it is being used and what your goals are. For example, Segmentation may mean different things to an SEO (search engine optimizer) than it does to an SMM (Social Media Manager) and something else entirely to a website developer, app developer, or a traditional marketer. For our purposes in this article page, we are going to take the 10,000-foot view and focus on the general digital media perspective. If this leaves you with any questions, please don’t hesitate to ask! We love to respond with more specific follow-up content that may be helpful to you.
Ok, so back to “Segmentation” What is it? Why is it important, and how can I use it to best serve my digital marketing or website management needs?
Why do we talk about Segmentation and use it in Digital Marketing?
Market segmentation is the process of dividing a market of potential customers into groups, or segments, based on different characteristics. For example, the four types of segmentation are Demographic, Psychographic Geographic, and Behavioral. These are common examples of how businesses can segment their market by gender, age, and lifestyle. The segments created are composed of consumers who will respond similarly to marketing strategies and who share traits such as similar interests, needs, or locations.
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