Audience Segmentation Term Meaning

Audience Segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers based on some type of shared characteristics.

Detailed Explanation

Audience Segmentation is a crucial marketing strategy that allows businesses to tailor their marketing efforts to specific segments of their audience, thereby increasing the relevance and effectiveness of their campaigns. Segmentation can be based on various criteria such as demographics, psychographics, behavior, geography, and more. By understanding the unique needs and preferences of each segment, businesses can create more personalized and targeted marketing messages, products, and services. This approach not only improves customer satisfaction but also enhances engagement, conversion rates, and overall marketing ROI.

Key Points

• What it is: The process of dividing a market into sub-groups based on shared characteristics.
• Why it matters: Enhances the relevance and effectiveness of marketing campaigns by allowing for more personalized and targeted efforts.
• How to use it: Use criteria such as demographics, psychographics, behavior, and geography to segment your audience and tailor your marketing strategies accordingly.

Examples

1. Demographic Segmentation: A clothing retailer segments its audience based on age and gender, creating specific marketing campaigns for men, women, and different age groups.
2. Behavioral Segmentation: An online streaming service segments its audience based on viewing habits, targeting frequent viewers with recommendations and special offers tailored to their interests.

Related Terms

• Target Market
• Market Segmentation
• Customer Profiling
• Personalization