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In marketing, segmentation is when a market is divided into groups of customers that share one or more common characteristics. Specifically, micro-segmentation is an advanced form of segmentation that groups consumers into very specific audiences within various niche markets so that relevance is the priority.
Relevance is key to Consumer-First marketing because it addresses the customer 1-to-1 and uses the customer data that is most meaningful, analyzing individual behaviors to improve communications over time.
Micro-segmentation marketing is the best way for marketers to hone in on specific targets, but can be challenging when there is so much data on these markets available. So why should you implement micro-segmentation into your marketing strategy and how do you go about doing it?
Micro-segmentation marketing can be extremely beneficial for companies that want to stand out from the crowd, as it allows marketers to target extremely specific audiences and make real connections. In fact, targeting niche communities through micro-segmentation is the only way for brands to stand out in saturated markets.
How Does Micro-Segmentation Work?
To get started with a micro-segmentation marketing strategy, you'll first need to break up your customers into groups or "micro segments."
Data can also provide insights that allow you to identify your customers based on lifestyle, spending habits, purchase history and more. In this manner, you're able to use micro-segmentation to truly personalize the customer experience.
Start with four general groups: demographics (e.g., age, gender, education, income), geography (e.g., region, population growth, density), behavior (e.g., usage patterns, price sensitivity), and lifestyle (e.g., values, attitudes), then break them up further from there.
The goal is to narrow them down to groups with the lowest common denominator. Once you've placed customers into groups and determined which of those groups you want to target, you can begin to build out and implement a micro-segmentation marketing campaign.
One of the best ways to create and launch a micro-segmentation marketing campaign is to use a solution that enables you to design and launch targeted cross-channel campaigns. Your target customers probably don't interact with your brand in just one way; they likely use a variety of platforms to view your products and offers. By launching a cross-channel campaign, you can get the most out of a micro-segmentation strategy.
Marketers have to adjust marketing strategies to cater to each individual customer through Consumer-First Marketing. By analyzing individual behaviors through relevant messaging and micro-segmentation marketing, marketers can better understand customer context and use the data that matters most. Consumer purchase paths are no longer linear, which is why location, channel, mindset, recent activities, current environment, and other factors need to be taken into consideration.
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