What Is Customer Segmentation, And Why Should You Care?
Business owners, regardless of the size of their particular business, are constantly trying to find what makes them stand out from their competitors. They navigate through a sea of industry jargon, and in the ever-present barrage of ideas to differentiate themselves, the concept of customer segmentation stands as quite possibly most difficult to peg down.
Customer segmentation, at its most
basic, asks of a business to divide its customer base into groups that are
similar in certain ways. Essentially, you're trying to breakdown your customers
to the things about them that allow your company/product to best reach them; it
is Advertising and Marketing 101. Companies further the distinction of these
new groups so that a clearer picture emerges as to what makes customers unique
& how those unique characteristics can eventually lead to profit.
For example, let's say that a music
store specializing in vinyl records chose an advertising agency to help target
potential customers near a specific geographic area. The agency would try to
figure out behaviors of residents that are related to music. How many concerts
do residents attend? What genre of music has the greatest popularity in digital
music trends in the area? What average costs do residents have when it comes to
their "music & entertainment" budget? This information would be
beneficial to the music store so as to know what to stock, how to establish
their product pricing, and even if offering in-store artist appearances may be
a way to draw customer in the door.
This strategy can give companies quite
the advantage, and why wouldn't it? After all, you're trying to figure out how
best to monetize customer-base characteristics and behavior. Customer
segmentation, no doubt, has a place as a viable business practice, but why does
this matter to your business? In other words, why care? Simple --- it's about
money. Businesses of all sizes are always trying to extract the most out of
every dollar they spend, and effective marketing is no exception. If you can
target your marketing to the segment(s) of the population that will make you
successful, then why would you spend your ad money elsewhere? Moreover, the
effort toward the targeted segment strikes a distinct chord, one that has the
capability to expand beyond the original group & bring in more profit.
What is also important to keep in mind
about customer segmentation is that in order for a business to continue to
evolve and see success, those in charge of marketing need to identify marketing
segments that can be later seen as much larger, more profitable segments. The
segmentation needs to be dynamic rather than static. If your business can only
target its product(s) to one group that may, in time, change its habits, there
needs to be forethought on how that customer is targeted in the future (short-
or long-term) and what other possible customer segments warrant attention.
Customer segmentation is an important
part of effective advertising & marketing strategy for any company. Always
remember, though, that maintaining a successful marketing strategy also means
being an active partner in the process.
Comments
Post a Comment