Mastering segmentation by understanding your target customers


Your customers are everywhere, with the rapid development of e-commerce, web applications and social media, reaching your audience is becoming more and more difficult. Effective marketing needs complex understanding of who your customers truly are.

There is heaps of information everywhere and the brain does not stick around for content long enough, so having your voice heard is essential for stable engagement.

So how can you reach best reach out to those prospects?

The key to success is truly understanding the needs, wants, motivations and the emotions of your audience so that you can personalise your communication.

The ultimate goal is to recognize what your customers believe in and communicate with them in a way that they feel they are understood and valued. This type of conversation is much more effective than a broad messaging approach that just doesn’t connect on a personal level.

Personalisation results in improved customer experience and engagement, it drives revenue and increases loyalty to your brand. It also enables you to achieve consistency across different communication channels.

Hot to best segment your target customers?

In the current digital climate, the need for audience segmentation has never been higher and has immeasurably improved the effectiveness of communication.

To segment your audience, you’re seeking the unique things they have in common that can be targeted with a particular message. What you want to do is create marketing personas for each audience segment. There are four key types of segmentation according to:

  • Demographic segmentationis market segmentation according to age, race, religion, gender, family size, ethnicity, income, and education.
  • Geographic segmentationtargets audiences based on their location. You can divide your market by geographical areas, such as by city, state, country, or international region. You can also divide the market into rural, suburban, and urban market segments.
  • Psychographic segmentation It requires categorisation based on aspects such as personality, lifestyle and values. This is where applied neuromarketing tools come into place and help you understand the different personalities of your audience.
  • Behavioural segmentationrequires audiences to be grouped according to their behavioural patterns, which include things like the amount people spend, the products or services they use, brand awareness and loyalty. This is particularly useful for organisations that fundraise.

By creating a personality-based segmentation, you will be able to start a meaningful conversation with your audience, your marketing becomes effective and reaches out to your potential customers.


Christina Hoffmann

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Segmentation: (Ashley Broadway, 2019)