Businesses are trying to reach customers with multiple marketing messages every single day. In fact, in 2021, it is estimated(1) that the average person will see between 6000 and 10,000 advertisement messages each day.
To ensure that marketing advertisements and messages reach the right audience, targeting the right market is essential. If you are aiming too broadly, the message will read only a few people that are going to end up becoming your customers, but it will obviously reach to plenty of such people who aren’t interested in your product. This is where market segmentation comes into action. This can help you in targeting the people who will most likely convert.
However, to understand market segmentation better, you must know what it actually is and the advantages market segmentation can offer you.
What is Market Segmentation?
Market segmentation is a practical strategy commonly used in business marketing and planning. This is actually a process of dividing consumers or markets based on specific characteristics which are relevant to marketing including gender, income, and interests. Having a deep dive of this information is critical to the personalization and customization of messages for clients.
The advantages that market segmentation can offer businesses are incredible. This can help businesses to develop a good understanding of the potential market base for a broad spectrum, planning to target the specific market part based on their specific needs and preferences, as well as identifying the potential opportunities of growth in the market.
Overall, the benefits of market segmentation are incredible.
Benefits of Market Segmentation
Do you want to know what advantages market segmentation can offer? Here are some of the most important advantages of market segmentation that you must know:
1. Increases clarity
Well, developing clarity is the first yet one of the most important benefits of market segmentation. After cleansing and mining your market data, you will be able to get the most accurate and relevant information about the market. Market segmentation’s major objective is removing clutter of information. This will automatically enhance clarity.
2. Develops consumer insights
Knowing your potential customers is always challenging for every business. It has become more loaded in the present digital era when your customers are just a click away. However, with contact profile and customer segmentation, you can know better about your customers.
3. Improves brand loyalty and customer engagement
Customer engagement is one of the most important advantages of market segmentation, because it is critical to influence needs and interest of customers.
You can collect customer’s behavioral data from social platforms, mass media or any other source and can use that to develop customer and market psychographic segmentation to address their needs more effectively.
Market segmentation has improved the way to engage customers with motivational efforts and communication. Ultimately, this has impacted brands loyalty as well in a positive way.
4. Streamlines mass customization
This is another one of the best benefits of market segmentation. Market segmentation has made it easier for businesses to provide tailored services or products to customers as per specific needs of customers in a certain segment.
5. Optimizes for cost efficiency and resource management
Well, market segmentation has also become an essential tool to maintain competitive advantage and develop business intelligence. It can give businesses a deeper insight into the market and help them know the customers segment with greater profit potential.
6. Grows niche marketing capabilities
Market segmentation data plays a vital role to identify hidden market dynamics and in developing improved marketing strategies. Segmenting market data can help businesses to unleash potential niche markets as well to grow.
7. Promotes the application of business data
Every business at present generates data and can access data across industries. Companies have the benefit of using post and prior hoc methods in segmentation. Even more data visualization can also be used to improve segmentation.
8. Enhances reliable assessments
Market segmentation can make marketing efforts more manageable. Measuring the segment specific policies and strategies and practices’ success has also become easier. Growing access to data can let businesses analyze and assess marketing performance and re-segment these more effectively.
9. Maintains freshness and new data
Customers are bombarded with information at present. This can influence their preferences continuously. However, market segmentation can let you assess your audience on the basis of new data and help your business to strategies accordingly.
10. Stays focused on goals
The entire purpose of this practice is to know your customers better. You can stay focused and goal oriented easily with precise data and insights available.
11. Informs Other Business Decisions
Market segmentation can let you indulge into useful insights about customers and the market. Which ultimately, helps you to understand the needs and potential of the market in a better way and can let you make well informed business decisions.
12. Higher Customer Satisfaction
Market segmentation guides businesses to make marketing efforts market or consumer oriented and help them serve their customers better. This will ultimately improve customer satisfaction.
Challenges of Market Segmentation
Despite all the benefits of market segmentation, businesses still find it hard to implement market segmentation best practices. This raises concerns regarding best practices of market segmentation in 2021. It is highly important to understand market segmentation benefits and limitations to overcome its challenges effectively.
1. Limited access to marketing expertise
When it comes to implementing impactful marketing segmentation practices, businesses usually have limited access to the expertise needed to develop and implement market segmentation.
Qualitative surveys create multiple statistical segments but creating a segment to target is not an easier task. As every individual is unique, therefore, classifying people into their purchasing behavior is hard as well.
Market segmentation can be catered to an individuals’ position within the segment and can leave others out. With so many options to consider, it becomes sometimes hard to divide customers into segments.
3. Keep market segments up to date
This is another challenge in market segmentation. As segments evolve continuously. Therefore, these have to be updated frequently. Important calendar dates can also impact your segments. So, keeping them up-to-date can be pretty challenging.
Market segmentation is important and benefits of market segmentation are unavoidable. However, at the same time you need the right resources and expertise to acquire all the advantages of market segmentation. Make sure to have a look at the market segmentation benefits and limitations to get to know more about the things in this regard.