from the blog.

The importance of audience segmentation

Segmentation is one of the most crucial aspects of a successful Social Media strategy. In Merkle’s “The Rise of Platform Marketer,” segmentation is defined as aggregating consumers into groups that will respond similarly to a specific marketing mix within a particular set of circumstances.

In order to influence the buying decision, segments should be based on the customer journey process, not only attitudes or behaviors. Marketers should get insights from customer values, needs, behaviors, relationships, interests, psychographics, and media usage. Once you have identified your audience, manage your content strategy accordingly. Create separate campaigns that raise empathy with your segments and send consistent and constant communication. 

The last step is to use analytics to monitor the results of your segmentation and understand how your persuasion efforts are resonating with different segments. To sum up, you should make audience segmentation the base of your social media strategy and create an ongoing conversation with all your segments to be successful.

You may also like

Brand personality as a differential

The way consumers perceive a brand can be translated into traits or characteristics that define a brand personality. One example of a brand that used personality as a differentiator from competitors is Apple, with the […]

Intention and emotions behind the search

There are five steps in the decision-making process that customers go through. The first step is problem recognition, followed by information search, evaluation of alternatives, product choice, and post-purchase satisfaction.  Information search is especially important […]

boy screaming at microphone

Hey Siri, do you SEO?

During the last years, voice search has been continuously announced as the future of SEO. Experts and analytics have been discussing how to optimize sites for voice queries, and random numbers find their way into […]

Leave a Reply

Your email address will not be published. Required fields are marked *