How do you have to make a segmentation?

How do you have to make a segmentation?

1. What is segmentation for?

   • The segmentation supports decision-making in areas as important as corporate strategy and innovation, brand positioning and media planning.
     • Market segmentation provides a complete and intimate view of customers, which serves as a North Star that aligns an organization around the premier stakeholder "customer".
       • Segmentation can help customer relationship management teams fortify existing relationships with meaningful rewards and loyalty programs.
         • Segmentation can inform the organization’s blueprint growth, guiding decisions on which products to launch, which go-tomarket strategy to employ and which brands to reposition or acquire

2. What does it need?

   • It requires balance of understanding what customers want and aligning business functions around customer profiles it should focus on.

3. Nowadays

   • Segmentation has evolved from an alternative approach to a strategy core tool for marketing.
     • Where markets can be finely sliced in real-time and customers can be targeted live, classic segmentation can seem obsolete and irrelevant.
       • In the short term
         • Segments can guide customer acquisition teams and helps in targeted marketing efforts to ensure that brands reach the right customers with the right messages.
       • In the long term
         • It can guide decision-making on expanding the business into categories.

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