Segmentation marketing is a special kind of a marketing which is focused on separating a broad market into relatively small groups of consumers that are easy to identify and consumers who have similar needs and characteristics. This is how marketers know that this group of people will probably have a similar or same response to any marketing activity.
In the recent period, more and more organizations and companies are focused on segmentation marketing. This is not a surprise for many experts because this type of marketing strategy delivers many benefits. Some of these benefits include cost reduction, access to new markets, product development and business focus. In other words, segmentation marketing can contribute to the growth and increased efficiency. In order to get the most from this type of marketing, business owners and marketers must look for segmentation marketing ideas. One of the best ways to do this is to use customer behavior analysis.
The relation between customer behavior analysis and segmentation marketing ideas
Simply put, customer behavior analysis is focused on learning how individuals buy, when and what they buy and lastly, why they buy. This information can be quite useful for any organizations/company and successful companies are already using this specific kind of analysis to get effective segmentation marketing ideas. In this article, we will explain how to do this.
Why do they buy?
As previously mentioned, customer behavior analysis can help businesses understand why people are buying specific products. Learning more about the emotional reasons behind customers’ decisions will give you an advantage over your competitors. In this way, you can create personalized marketing campaigns that are targeting specific categories of people. After all, that’s what segmentation marketing is all about.
For instance, some customers may have a health issue and they need advice. This means that they are experiencing physical or mental pain that needs to be addressed right away. That’s why they’ll want to find a business that will calm them and help them solve the issue. The emotional aspect is much more important than the financial aspect in this case. A good segmentation marketing idea, in this case, is to offer free advice and suggestion to use one of your products/services.
How do they buy?
When we say how they buy, we mean how often and how do they learn where to buy services/products. By learning more about this, companies can set the right timing for their segmentation marketing activity. For instance, there are categories of people that are buying specific products once a week, once a month or every two months. In cases like this, you can use email marketing because this is a good way to target different categories of customers. All you need to do is to set a specific date when specific categories of customers will get notifications/emails. If you know the frequency of purchases, it is much easier to decide what kind of services and products you should offer. Customer behavior analysis can help you with that.
When we talk about identification of the source of information, it’s worth mentioning that there is a myriad of sources like this today. Once again, you can use customer behavior analysis to determine where do customers get the information from and is there anyone they listen to. Once you locate the sources which are usually their friends, colleagues, relatives, but also influencers, online reviews and websites, you will be able to use efficient segmentation marketing ideas.
Since many different categories of clients will probably want to visit your website before they make their final decision, it is crucial to publish content that is attractive to all potential clients. In this case, you would probably need to hire a professional writer to provide really engaging content that would build your brands awareness. College-paper.org is one of the most trusted writing services where you can find such a professional.
It is also important to consider whether customers are buying for others. This is a different market segmentation which requires different methods. Take these things into account and implement the solutions in your marketing campaign.
What do they buy?
In case a company has a wide range of services and products that are attractive to more than one category of people, it is a smart move to learn which specific products or services are bought by certain categories on a regular basis.
With the help of customer behavior analysis, you can get the right answer to this question and make the most effective decision. Additionally, you can use the result from the analysis to decide whether you want to keep offering all the products you have at the moment or limit your offer to 2-3 main services or products.
When do they buy?
This is a question that we have partially answered when we were discussing what they are buying. In the aforementioned example, we have concluded that when people feel the pain they want to get a suitable remedy. In the same way, a mother wants to buy a toy for her kid because it is his or hers birthday. In order to get the right segmentation marketing ideas, you need to understand what stimulates the consumers to make a purchasing decision. There are internal, external and seasonal types of stimulus. When you know their behavior you can come up with adequate marketing solutions. Use ads to remind customers what they need and when they need these things.
So, customer behavior analysis is one of the best tools that you can use to evaluate your segmentation marketing strategy and to develop the most efficient marketing ideas. In order to witness success through this analysis, you must take different things into account.
First of all segmentation marketing means that you will have to identify the demographic, geographical and behavioral characteristics (customer behavior analysis) of your customers. The third point will allow you to learn more about their price sensitivity, usage rate, purchase pattern and brand loyalty too.
Additionally, you will need to analyze the market size, purchasing power, stability, measurability and reachability.
Segmentation marketing is a complex activity that requires a lot of time and effort and customer behavior analysis is a must for every marketing campaign of this kind.