What’s Wrong With Segmentation

What’s Wrong With Segmentation

1. Measurable

   • The size, purchasing power, and profiles of the segments can be measured. Certain segmentation variables are difficult to

2. There are many ways to segment a market, but not all segmentations are effective. For example, buyers of table salt could be divided into black and brown hair customers. But hair color obviously does not affect the purchase of salt

   • Identifiable.
     • You should be able to identify customers in each segment and measure their characteristics, like demographics or usage behavior.
       • Brand insights and market segmentation are some of the most powerful tools you have to improve your business and be more competitive. By using your market segmentation strategy wisely, you can be more competitive in your chosen market.

3. Stable

   • In order for a marketing effort to be successful, a segment should be stable enough for a long enough period of time to be marketed to strategically.

4. He warns, however, that this type of segmentation is “a lot harder to do than people think, and I don’t think we’re anywhere near being good at it yet.”

   • Create a personal experience
     • Use the insights you get from your brand monitoring to create a more personalised experience for your customers.
       • Customise your offers
         • Create special offers and promotions for your different segments by analysing and acting on customer, market and competitive data.
         • Be more effective
           • Getting real-time insights can help you be more effective, by giving you an in-depth view of how your brand is currently received in the market so that you can respond to the market straight away.

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