Types of segmentation
Posted: Tue Feb 18, 2025 7:21 am
By time and date of purchase. This way you can not only determine seasonality, but also prepare the sales department to process requests during peak hours.
By geographic location. This is especially important when promoting offline activities.
By demographics: gender, age, marital status, religious views.
By level of involvement: from low interest in the product to readiness to buy.
By level of brand loyalty: one-time purchase or regular customer.
Based on the average bill.
Other parameters can also be used to list of us mobile number database divide into groups:
By economic activity status: B2B and B2C.
As a rule, the difference between them is determined not only by sales volumes and life cycle, but also by multi-stage approval and documentation.
By the level of final consumption: primary and indirect.
The primary target group is the end consumer, and the indirect target group is the intermediate sector that influences decision-making. For example, a business is based on a surfing training service. The primary target group will consist of clients who directly purchased the service, and the indirect target group will consist of coaches, experienced surfers, bloggers who popularize this sport and influence the growth of the number of people interested in training.
By level of coverage and characteristics: wide and narrow.
The broad audience includes end customers from different segments of the population: individuals and legal entities living in different cities and having different preferences and interests. For example, a broad audience could be all smartphone owners. The narrow audience includes a limited group with one common feature. For example, alpine skiing enthusiasts.
Methods of analysis and their application in advertising
Philip Kotler's method allows dividing consumers by four major parameters: geographic, psychographic, behavioral, and demographic. It is used when correlating advertising campaigns by types of readiness to perform a target action, as well as in geo-segmentation and socio-demographic adjustments.
Mark Sherrington's 5W method is based on five questions that help systematize information:
What kind of product does the brand offer?
Who is the buyer?
His motivation to purchase this product.
In what situation will the client need it?
Through which distribution channels will he buy it?
The method is used at the start of work with advertising campaigns: when determining the target audience, timing of launches, and season of activity.
According to the Ben Hunt ladder method, the audience in campaigns is divided by the level of interest: from the first acquaintance with the product to readiness to purchase. For example, campaigns with impressions in YAN work to reach users at the top level of the marketing funnel. And the segment that makes branded search queries is already ready to buy.
The ABCDEX method involves dividing into groups from those who will not benefit from the product to those interested in buying and willing to pay. Advertising campaigns focus on promoting products so that the greatest effort is invested in the most profitable part.
By geographic location. This is especially important when promoting offline activities.
By demographics: gender, age, marital status, religious views.
By level of involvement: from low interest in the product to readiness to buy.
By level of brand loyalty: one-time purchase or regular customer.
Based on the average bill.
Other parameters can also be used to list of us mobile number database divide into groups:
By economic activity status: B2B and B2C.
As a rule, the difference between them is determined not only by sales volumes and life cycle, but also by multi-stage approval and documentation.
By the level of final consumption: primary and indirect.
The primary target group is the end consumer, and the indirect target group is the intermediate sector that influences decision-making. For example, a business is based on a surfing training service. The primary target group will consist of clients who directly purchased the service, and the indirect target group will consist of coaches, experienced surfers, bloggers who popularize this sport and influence the growth of the number of people interested in training.
By level of coverage and characteristics: wide and narrow.
The broad audience includes end customers from different segments of the population: individuals and legal entities living in different cities and having different preferences and interests. For example, a broad audience could be all smartphone owners. The narrow audience includes a limited group with one common feature. For example, alpine skiing enthusiasts.
Methods of analysis and their application in advertising
Philip Kotler's method allows dividing consumers by four major parameters: geographic, psychographic, behavioral, and demographic. It is used when correlating advertising campaigns by types of readiness to perform a target action, as well as in geo-segmentation and socio-demographic adjustments.
Mark Sherrington's 5W method is based on five questions that help systematize information:
What kind of product does the brand offer?
Who is the buyer?
His motivation to purchase this product.
In what situation will the client need it?
Through which distribution channels will he buy it?
The method is used at the start of work with advertising campaigns: when determining the target audience, timing of launches, and season of activity.
According to the Ben Hunt ladder method, the audience in campaigns is divided by the level of interest: from the first acquaintance with the product to readiness to purchase. For example, campaigns with impressions in YAN work to reach users at the top level of the marketing funnel. And the segment that makes branded search queries is already ready to buy.
The ABCDEX method involves dividing into groups from those who will not benefit from the product to those interested in buying and willing to pay. Advertising campaigns focus on promoting products so that the greatest effort is invested in the most profitable part.