The identification and segmentation of its target of potential customers, the prospects, is one of the activities underlying an effective marketing strategy. In fact, every Marketing action obtains better results if oriented to involve specific categories of customers.
The process of segmentation of the target consists in subdividing the prospects of the reference market, aggregating them by type and thus forming homogeneous groups, which represent the reference target of marketing actions.
It is possible to subdivide the market according to the marketers’ needs: the target groups can be homogeneous in terms of gender, age, location, interests, sports practised, etc. The choice of parameters will be customised with respect to the product or service you want to promote and the type of customers, already reached or related to new target groups, you want to involve.
The identification of a target is in fact a fundamental activity in order to give effectiveness to marketing actions, because it allows to transmit the message to specific types of potential customers, maximising conversions.
Target segmentation can pursue the identification of very large groups, therefore with very widespread characteristics, i.e. the creation of so-called adjacent segments, i.e. targets related to more specific market niches, identified by applying targeted segmentation.
It is possible to perform target segmentation operations with more or less demanding methods, in terms of human resources, working hours and costs.
Small or medium enterprises will be able to consider segmentation on numbers adequate to the company size and the market, then relying on Web marketing and Inbound marketing actions to reach the target, with adequate costs. Large companies, on the other hand, will be able to operate through forms of multi segmentation, in order to offer their products or services to specific segments of the public, and to customise the offer according to the target audience, whether it is more sensitive to price, quality and promotions with boundle offers (e.g. tablet + case), last minute, etc..
In the case of small and medium enterprises it is therefore recommended to work on segmentations linked, for example, to the geographical context – it is useless to propose building activities to an audience living 150 km away – thus obtaining a target size appropriate to the promotion budget.
If the company has limited economic resources, the niche segmentation allows it to position itself in the potential market segment, thereby improving ROI and turnover, relative to the costs incurred.
The multi-segmentation activity of large companies can allow the identification of new targets by combining marketing operations aimed at large market segments with actions of customisation and hyper-segmentation. These activities allow to realise a very personalised type of communication and marketing operations. In this way, therefore, it is possible to track individually some individuals who belong to their segment, thus continuing to operate on them with remarketing actions and respond to the needs of individuals with tailored offers. The latter strategy is particularly suitable for promoting premium, high-cost goods and services.