Not every campaign can be fully individualized to customer needs. However, segmenting your audience allows you to group them by behavior and deliver specific content that truly speaks to them — as opposed to blanket offers that don’t help each individual to connect.
Market segmentation also allows your business to be able to deploy resources more efficiently and develop messaging that resonates with particular segments.
Here are the criteria for marketing segmentation.
* Market size: Your market must be large enough to justify segmenting and in order for you to have customer data.
* Audience differences: There must be a measurable difference between the segments.
* Finance: There must be a projected net profit after additional marketing costs. Calculate the cost of incorporating segmentation into your strategy and the revenue you expect to generate from it.
* Accessible: The segments you determine must be logistically reachable.