We can talk about four very different market segmentation strategies. As we mentioned before, depending on the sector of your company and the type of clients for your product or service, you should choose one or the other to save effort and money, as well as to have a clear focus on where to direct your strategy.
Undifferentiated segmentation strategy: Your potential customers are so similar to each other that the interests to be measured are already homogeneous, in which case, it is normal for the company to address its entire audience with the same messages.
Differentiated segmentation strategy: Ideal for companies with products of the us companies board of directors email database same type but with different audiences. For example, a cream brand should differentiate between those people in its audience who have oily skin and those who have dry skin.
Personalized segmentation strategy: This is where we are talking about personalization in capital letters. In this case, the data you have about the recipient of the message will allow you to focus direct communication exclusively on the tastes and needs of that person.
Concentrated segmentation strategy: There may be several segments in the market that your company can target, but if your resources are limited, focusing on just one of them will be ideal. Always with an adequate study that allows you to know with certainty in which of the different segments your work will be most fruitful.
Market segmentation: case study
As we promised at the beginning of this article, we have delved deeper into market segmentation to make it easier for you to include it in your digital strategy.
But we don't want to stop there.
We are more of a knee-deep soaker.
How about we show you some points for improvement with a concrete example at hand ? One that you know, for sure.
We have studied Nike's (you know them, right?) communication with its customers in depth . And we have detected a small (or big) flaw in its strategy.
And yes, it has to do with market segmentation.
Rather, with the lack of market segmentation.
Have they not thought about the benefits that a personalized segmentation based on customer behavior would generate?
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