1. What is market segmentation?
2. What are market segmentation strategies?
3. Types of segmentation strategies
3.1. Massive or undifferentiated segmentation strategies
3.2. Segmented or differentiated strategies
3.3. Personalization, micro-segmentation or one-to-one strategies
3.4. Niche or concentrated strategies
4. Criteria for developing segmentation strategies
5. Why develop market segmentation strategies?
6. How to carry out a market segmentation strategy
1. What is market segmentation?
Market segmentation is based on classifying a company's public into different categories, with the aim of offering a product and carrying out communication more tailored to its particularities.
market segmentation
2. What are market segmentation strategies?
Market segmentation strategies are a series of coordinated actions to adjust our business model, or some element of it, to the characteristics of a specific segment. This adjustment can be in the offer, the communication channel, the information offered, the tone of the communication, etc.
3. Types of segmentation strategies
There are four basic market segmentation strategies, depending on the size of the audience we cover:
Massive or undifferentiated segmentation strategies
Segmented or differentiated strategies
Personalization, micro-segmentation or one-to-one strategies
Niche or concentrated strategies
Read more: Are you really personalizing your Content Marketing?
3.1. Massive or undifferentiated segmentation strategies
Rather than a specific type of segmentation strategy, mass or undifferentiated segmentation is what happens when we do not carry out a segmentation strategy. That is, we offer the same product or service in the same way to everyone .
3.2. Segmented or differentiated strategies
On the other hand, segmented or differentiated strategies take into account the particularities of each segment or group of people with specific characteristics, in order to adapt the marketing and sales plan to their specific needs. In this way, we work with different messages, proposals, channels, etc., depending on the market segment we are targeting.
market segmentation
3.3. Personalized, micro-segmented or one-to-one strategies
Strategies based on micro-segmentation are aimed at a very specific audience , even addressing them individually (what is known as one-to-one strategies).
One-to-one segmentation strategies are very popular in ABM (Account Based Marketing) , since they allow us to offer a 100% personalized proposal to our potential clients, which increases our conversion probabilities.
Although personalized marketing campaigns have a higher cost in time dbtodata and resources, they usually have a higher conversion rate , since we offer the exact solution to the user's needs.
3.4. Niche or concentrated marketing strategies
For niche or concentrated strategies, we focus on a very specific segment of the market , for example a specific buyer persona profile , and we propose a series of actions to impact them according to their routines - for example, analyzing where they consume information, how they do it, etc., and attacking their needs, responding to their pain points and explaining how we can solve their problem.
4. Criteria for developing segmentation strategies
Depending on the characteristics we choose for our segmentation, we will take into account one of the following criteria:
Demographic segmentation : There are many demographic variables that we can use to segment the market (age, gender, marital status, educational level, religion, purchasing power, nationality, etc.), but the important thing is to always choose those that are relevant to our business. If age is irrelevant in our sector (for example, because the professional position gives us information about who makes the decisions in a certain company), we will leave this variable aside and focus only on the one that adds value to our strategy.
