The strategy of segmenting the target audience can be adopted from different perspectives. Why does this happen? Simple!
The practice applies to different needs and contexts . By applying the types, you create customer profiles, outline goals and objectives, and discover their main interests.
Next, we’ll introduce some important segmentation types to consider. Check them out!
One-to-one marketing
Face-to-face marketing is marketing that focuses on ameriplan email leads consumers’ preferences and interests . The goal is to create a personalized campaign that appeals to a specific group of people.
Due to its characteristics, it is one of the most widely used strategies today — after all, the customer is the center of its actions. For this reason, it is also a precise way to improve the relationship between customer and company.
Concentrated or niche marketing
The difference is that the focus is on a slice of a group. In other words, you have a persona and direct your strategies towards them, according to their interests and pain points.
Some factors show why it is worth thinking about concentrated marketing:
the niche increases your chances of relevance, because competitors are not interested in it;
strategies are better targeted at one persona rather than different groups. This is because groups have different characteristics;
the brand promotes the campaign better, as well as good planning and distribution, based on information about the personas;
shares are cheaper and offer a better return on investment because they are targeted;
customers feel more satisfied and have more potential for loyalty;
strategic partnerships are more precise and easier to negotiate.
Mass marketing
This strategy was used more in the past, when companies wanted to reach everyone — literally anyone. The idea was to “shoot in all directions” without doing proper segmentation.
Did you think it was unfeasible? Today, that's just how it is. But a few years ago, it was a good idea for big brands, like Coca-Cola. To get good results, the products were sold at a low price, but with a good profit margin.
Eventually, you might even consider mass marketing, but it is not recommended. With customer demands, it is difficult to please everyone, as well as to meet more specific needs .
Targeted marketing
Customers here are viewed from diverse groups. Subsets evaluate unique aspects, which go beyond geographic and demographic issues , for example.
What do they consider? Behaviors, needs and motivations. So, instead of sending a single marketing email to a base of 5,000 people, you divide these individuals into groups and create different messages, with the goal of increasing conversion.