My most recent article on effective audience segmentation for digital marketing is available on the Target Marketing website. If you’re looking to move your segmentation beyond, “We sell this product to these customers and that product to these other customers,” you may find the segmentation ideas worth investigating. They include
- Customer Size
- Client Role
- Past Purchase Behavior
- Past Content Consumption
Thinking in these terms can help you identify opportunities and ensure that the marketing you do is relevant to the prospects who are receiving it. Most importantly, you’ll want to revisit your segmentation plan at least on a yearly basis to make sure that as your market, product mix, and competitive landscape change, you’re speaking to your audience as effectively as possible.
Here’s the link to 5 Effective Audience Segments for Digital Marketing.
You’ll find all of my Target Marketing articles on my author’s page.