The Importance of Segmentation in Marketing

Market segmentation refers to the practice of dividing a broader market into more specific and approachable or targetable groups. You might segment your market based on their age, demographics, location, what their priorities are, what their interests are, and so on. Using this information, you can better understand every part of your market rather than assuming it operates as one contiguous whole, which is virtually impossible.

Here’s why segmentation is absolutely critical to a successful marketing effort.

1. You See Your Target Market As it Really Is

When you segment the market effectively, you get a more accurate picture of what your market looks like. When it comes to real-time audience insights, such knowledge of the marketplace is essential. Your segmented market will look one way this year, and possibly very similar the next year, too. But what will it look like 5 years from now?

When you have this information, it doesn’t just show the current shape of the market, but the future shape, and that’s what gives your market data longevity and value. Data showing that your core customer base is concentrated in older demographics, for instance, shows that your brand is failing to connect with younger consumers. That’s bad news for long-term growth and shows that you need to start marketing to younger audiences in order to restore longevity to your brand.

2. You Can Better Prioritise and Focus Your Resources

When you take something of a one-size-fits-all approach to marketing, you’re throwing away good money after bad. Segmentation allows you to see how your resources are working; where they are effective and where they are not. You can channel certain money, time, and manpower to places where you know they are effective and generating profit, all while reducing waste.

3. You Can Learn What Different Segments Feel About You and the Competition

Segmentation isn’t just better insight into how your own products and services are performing, but also those of your competitors. You can find out what it is that a certain demographic prefers about a competitor's brand over yours, and then work to overcome that. If you can learn what the problems and shortcomings are, you can take steps to overcome them and turn them around.

4. Segmentation Allows for More Informed Decision-Making

When it’s time to make strategic decisions, do you want to make a one-size-fits-all decision, or a more informed and intelligent series of decisions that best serves the various segments of your market? If you want the latter, then you have to pay due respect and attention to the need for segmentation in your marketing data.

5. Ignoring Segmentation Inevitably Leads to a Smaller Audience

To ignore segmentation is to assume that whatever particular demographic or location is in your mind is the only part of the market worth knowing and respecting. That could still see you make profits and gain a decent reputation, but it also means that you’re not unlocking the true potential of your brand. In fact, you’re limiting your brand’s audience to a niche, which in the long term is tantamount o a death sentence.

6. You Can Gain a Distinct Advantage Over Competitors

Those who segment their markets more broadly using freely available tools can take some advantage of that, but if you want the most effective segmentation then it might cost you some additional capital. If you see this more as an investment, however, then you can quickly gain a competitive advantage as you get better, more detailed and insightful data to inform your next decisions and moves.

• Prev
• Next