Segmentation in paid media campaigns is a method that consists of dividing a target audience into smaller, more defined parts, which allows for in-depth research on consumers.
When segmenting, it is possible to obtain insights such as: perceptions of the consumer experience, approaches to innovation in product development, croatia phone number resource suggestions for increasing customer loyalty, among other issues.
How important is segmentation in assertive campaigns?
Based on the insights gathered from campaign segmentation efforts, the marketing team has the chance to create personalized messages that bring people closer and create a bond with the target audience.
Furthermore, they enable the team to make more accurate , data-driven decisions , reducing media spending, directing resources to the best channels and improving the cost-benefit ratio.
What are the main types of segmentation?
Now that we understand what segmentation is and its importance, it’s time to see what its main categories are. Stay tuned!
Demographic
Demographic data is one of the types of segmentation. In this case, the audience is divided based on more superficial characteristics , such as age and gender. This method provides basic information about customers.
Some examples of this type of segmentation are: age, income, family size and education level.
In most cases, the collection of demographic data is less invasive and can be done through census agencies, such as IBGE.
Geographical
Geographic segmentation is done based on the customer's physical location , meaning consumers who are in similar areas may have similar preferences. In addition, this type of segmentation is excellent for combining with more abstract types, such as behavioral.
Some of the examples of geographic segmentation are:
city;
state;
country;
population density;
economic status;
area;
regional climate.
But it doesn’t end there! Geographic segmentation can also include regions that are not technically defined , such as neighborhoods.