Digital Segmentation - The How, Why and When of Dividing Your Audience

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Digital Segmentation – The How, Why and When of Dividing Your Audience

 

In the Age of Digital, audience segmentation is capable of going further than ever before, leading to a new era of custom and personalised digital marketing. Successful digital marketing companies are developing platforms and strategies, that enable brand leaders to reach their potential customers. By using a set of set of preferences, digital markets can customise and accelerated the buying process for each prospect.

Consumer profiles based upon digital interactions, are constantly tracking what you like, what you buy and how you buy it on an ongoing basis. However, this information is ineffective to a digital marketing agency, if it is not segmented and targeted for the appropriate audience. Digital Marketers must also now understand the behaviors and preferences of consumers, in order to influence their purchases.

Market Segmentation

Segmentation is the process of dividing your database into groups based on a single or multiple criteria. Segmentation allows you to group your customers by similar characteristics, making marketing techniques easier and more efficient.

The main forms of market segmentation are:

Demographic segmentation: Segmenting your potential market from a ‘people’s perspective’. Age, gender, sexual orientation, and income are some ways of achieving demographic segmentation.

Geographic segmentation: Segmenting your potential market by where they are located. This can be as restricted as you see fit. For example, you could choose to segment the market based on their country or zip code.

Psychographic segmentation: Segmenting the market by customer personality traits, values, attitudes, interests, and lifestyles.

Value segmentation: Segmenting the market by the relevant ‘transactional worth’ of a customer. This means assessing previous transactional data to understand products purchased, how frequently the customer purchases and ultimately how profitable they are to your business.

Why segment?

The core goal of any marketing campaign or activity is to be relevant. As digital capabilities and online experiences continue to grow, customers have come to expect a seamless and consistent brand- to- consumer experience.

Segmentation allows you to be more relevant by understanding the core characteristics and behaviours of your customers. You are then able to deliver marketing messages which are likely to resonate with them. Increased relevance leads to higher conversion rates, and an advantage over your competitors

Brand-to-Consumer Experiences

Competitive digital marketing strategies necessitates analysing the next step a consumer may take. This kind of analysis can only be achieved through predictive market segmentation.

These insights put you ahead of the curve, allowing you to gain real-time understanding of where an individual is in the buying cycle, and how the brand can move them along the path to purchase. An understanding of your customers allows you to avoid pitching irrelevant marketing content, and to target your consumers at the right time in the buying cycle.

Creating an effective segment-driven strategy

Technological innovation continues to evolve the customers needs and preferences. Businesses are modernizing the way they target digital consumers, in order to maximize value in each segment.

Positioning: Even when you have gathered your customer profile, there are many steps to take before it is time to send a marketing message. The business must then decide how it will best serve the selected customers. This will include positioning itself in the market and differentiating itself from other competitors.

Targeting: The marketer must then determine which of the segments offer the best opportunities for the particular campaign. Digital campaigns can be incredibly costly for an emerging business, therefore it is best practice to only concentrate on, and enter those segments in which you generate the greatest customer value over time. After the company has chosen a desired position and targeted campaign, it can take the steps necessary to deliver and communicate that position to target customers.

With greater insights into customers behaviours through digital segmentation, marketers have the ability to create accurate forecasts and predictive modelling for their campaigns. The result is highly targeted and relevant campaigns, leading to higher conversions and greater customer satisfaction for your brand.

Bio: Laura Costello is a recent graduate of a Bachelor of Law/International Relations at Latrobe University. She is passionate about the law, the power of social media, and the ability to translate her knowledge of both common and complex topics to readers across a variety of mediums, in a way that is easy to understand.


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Watch just one video lesson per day and you will complete the whole program in about 10 weeks. Or you could even binge watch the entire course in one weekend. It’s up to you!

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  Start-a-Business 101 Course Content

1.  How to get started with your business

2.  Discover hundreds of great business ideas

3.  How to choose the best business idea for you

4.  How to validate your business idea

5.  Find the perfect name for your business

6.  How to choose the best legal entity for your business

7.  How to create a powerful competitive advantage

8.  How to create your business plan

9.  How to do your accounting and financial statements

10.  How to get the money you need to start your business

11.  How to create your marketing and attract customers

12.  How to build your online marketing presence

13.  How to make sales and land your first customers

14.  The Small Business Toolkit

15.  The Discussion Board

Every step of the course is filled with videos and companion tools to show you exactly how to start your business.

Start-a-Business 101 includes 46 templates, worksheets, checklists and samples

These tools will save you a lot of time, keep you organized and further guide you along the way to launching a successful business as soon as possible.

Fill-in the blank templates make it easy to plan your business.

Watch sample videos

Looking for a business idea? Discover the critical questions that you must ask to find the very best idea for you.

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Learn how to find the best customers for your business.

Discover how to create a unique sales message for your business.

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The Ultimate Checklist to Starting Your Own Business 

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 Bob has been a close friend and trusted business adviser of mine for years… guiding me through the challenges we all face as entrepreneurs. Hands down Bob is one of the most talented, and successful entrepreneurs I know. Thanks Bob!

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Frequently Asked Questions

When does the course start and finish?

This online course is completely self-paced – you decide when you start and when you finish.

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What are the course requirements?

This course is for anyone thinking about starting a business. You don’t need to have any previous business experience whatsoever. Even if you have business experience, you will discover a vast amount of powerful new ideas that will help propel your business ahead.

Can I download any of the content?

Of course! All the worksheets, case studies, samples, and templates are downloadable.

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You can test drive the entire course for 60 days.

That’s right. You can try Start-a-Business 101 risk-free for 60 days. You will have full access to the entire course. If you decide it’s not for you, or if you don’t love it, I’ll give you a 100% refund. No hassles. No questions asked. I want to help you succeed in your own business.

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