By segmenting its customer base, a company can send more relevant messages, tailored to the needs and expectations of each customer segment . This segmentation method not only improves the effectiveness of marketing campaigns, but also strengthens customer relationships .
In this article, we will explore marketing segmentation examples to inspire austria whatsapp number data 5 million you and help you better target your customers.
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Summary
Demographic segmentation: 4 segmentation criteria
Geographic segmentation: 2 segmentation criteria
Psychographic segmentation: 3 segmentation criteria
Behavioral segmentation: 11 segmentation criteria
Demographic segmentation: 4 segmentation criteria
What is demographic segmentation?
Demographic segmentation is one of the most commonly used marketing segmentation methods . It involves dividing the market into distinct groups based on demographic data such as gender, age, income, or marital status. For example, a company that sells beauty products may have specific products for men and women, or a toy brand may target specific age groups. This segmentation method is particularly useful because demographic characteristics are often associated with specific consumer needs and wants. By using this segmentation strategy , companies can create more targeted and relevant marketing campaigns for each customer segment .
1. Gender
The basis of marketing segmentation is simply the use of the gender segmentation criterion . It is based on the understanding that men and women may have different needs, desires and purchasing behaviors in certain categories of products or services. For example, beauty products, clothing or perfumes are often marketed differently depending on gender. However, it is essential for companies to approach this segmentation with sensitivity and not fall into reductive stereotypes.
For example, our client Kaporal uses gender marketing segmentation to target its female customers on the one hand and its male customers on the other.
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2. Age
In some industries, segmenting by age is necessary if you offer different products or services depending on the age group. Whether it’s children, teenagers, young adults, middle-aged adults, or seniors, each age group has distinct needs, interests, and buying behaviors.
Let's take the example of segmentation of our client Playbac Presse which offers a varied range of daily and weekly youth news for different age groups.
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3. Income
Widely used in the luxury sector, the banking sector or even the automobile sector, this segmentation method makes it possible to categorize individuals according to their income and therefore their financial capacity and their spending habits . For example, a luxury brand may target mainly high-income individuals, while a low-cost brand could focus on low-income consumers.
This segmentation strategy is essential for companies that offer a wide range of products or services at varying prices, as it allows them to address the right message to the right group, thus optimizing the effectiveness of their marketing campaigns.
4. Family situation
Family situation is a demographic segmentation criterion that will divide your customers into several groups according to their family composition:
singles
in couple
married
divorced
with or without children
retired
For example, a travel agency might offer vacation packages for young couples, family vacations for those with children, or tours for seniors. Similarly, a real estate company might target large families with multi-bedroom homes, while singles might be more interested in studios or compact apartments.
Geographic segmentation: 2 segmentation criteria
What is geographic segmentation?
Geographic segmentation is a fundamental approach to marketing segmentation that involves dividing the market based on geographic criteria such as regions, countries, cities, or even neighborhoods. This segmentation method allows companies to tailor their offerings and marketing strategies to specific geographic areas, taking into account local peculiarities, cultural preferences, climate, and economy. Geographic segmentation is essential for companies that operate on a global or national scale, as it allows them to effectively target each market segment based on the specific needs and expectations of each region or country. By using this marketing strategy , companies can optimize their resources, maximize their reach, and increase their relevance in geographically diverse markets.
5. Location
This segmentation allows you to target people based on their geographic location , whether by country, region, city, or even neighborhood.
In the retail sector, for example, it allows customers to be invited to an event in the store closest to them.
Here is the example of our client Damart who announces the upcoming reopening of one of their stores. Only customers who are geographically close will be targeted.
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6. The weather
This segmentation allows you to communicate with your customers based on climatic conditions .
Let's take the example of our client Renmans, a chain of butcher shops in Belgium, which will integrate weather information for the upcoming weekend into its communications to encourage people to have barbecues and buy their grilled food.
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Psychographic segmentation: 3 segmentation criteria
What is psychographic segmentation?
Psychographic segmentation goes beyond demographics to explore intangible consumer characteristics. It focuses on internal aspects such as personality, attitudes, values, interests, lifestyles, and opinions. For example, a company that sells sports equipment may target individuals with an active lifestyle, or an eco-friendly brand may appeal to those who value sustainability and the environment.
Psychographic segmentation provides a deeper understanding of consumers' purchasing motivations, enabling businesses to create marketing messages that resonate more.
This segmentation method is essential to reach the customer segment on a more personal and emotional basis.
7. Lifestyle
Lifestyle is a very important psychographic criterion for segmenting your market. This criterion takes into account the lifestyle of your customers , in other words their daily activities, sports or family for example.
8. Values
This criterion takes into account immutable factors such as the cultural and educational factors of your customers . Customers with the same values usually have things in common when it comes to their needs and desires.
9. Interests
This criterion takes into account the passions and interests of your customers . It goes without saying that if you can decode your customers' preferences and divide them into homogeneous groups, you hit the marketing jackpot.
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Behavioral segmentation: 11 segmentation criteria
What is behavioral segmentation?
Behavioral segmentation is based on a consumer's purchasing behavior and interaction with a brand or product. It considers variables such as the benefits sought by the consumer, the rate of product usage, brand loyalty, the level of purchase readiness, and reactions to promotions. For example, a company may segment its customers into "loyal customers," "occasional buyers," or "cart abandoners."
This market segmentation allows companies to personalize their offers and communications based on the specific needs and behaviors of each customer segment . By understanding and responding to consumer purchasing habits and preferences, companies can improve customer satisfaction and increase brand loyalty.
This is one of the most important market segments in e-commerce because it complements demographic and psychographic segmentation with data-driven conclusions and improves a company's marketing strategy.
The customer journey
To segment by behavior, you first need to understand the customer journey or lifecycle of a customer.
10. New customers
Segmentation by new customers is the first step when you are going to segment in the customer journey. These are customers who have just discovered a brand or a product and have made their first purchase or interaction. These customers are essential because they represent an opportunity for growth and expansion for the company. However, their relationship with the brand is still fragile and nascent.
It is therefore imperative for businesses to understand the motivations, expectations, and needs of this customer segment to convert them into regular or loyal customers. Strategies to engage these new customers may include welcome offers, introductory guides to products or services, or surveys to gather their initial impressions.
