When it comes to business and marketing, you need to know your audience. And one of the best ways to understand your audience is by properly segmenting them. Segmentation is all about dividing a large group of people— in this case, your customer base— into smaller, more manageable groups of people. Those smaller groups of people have similar characteristics and behaviors, the knowledge of which can help you to create a more efficient marketing campaign.


Descriptive segmentation and behavioural segmentation are the methods used to segment your audience so that you can get to know and understand them better. This can help you to create more efficient and effective marketing strategies that specifically target the customers from each particular segment.

The Factors Used To Segment Your Audience

When you segment your audience, you need to know which factors to use in order to get the most accurate and relevant information that you can. Once you get that information, you can use it to better serve your audience. The most important factors are as follows:


Demographics - This is data related to the population and focuses on things like age, gender, employment, ethnicity, marital status, and more.


Lifestyle - What do your customers do for fun? What do they do to relax? What are their hobbies? How do they spend their free time? These questions and others like it help to give you a good impression of your customers’ lifestyle choices and how they might relate to your marketing strategies.


Psychographics - Psychographic data is basically information about the opinions, aspirations, and attitudes of your customers. It helps to give you a more complete picture of what they are like.


Core Values and Beliefs - This is about gaining valuable insight into how customers view your product and even how they view advertising in general. This can help you to target your current customers as well as potential customers in a more focused manner.


Behaviour - Specifically, this is about the behavior of your customers in regards to your product. Do they use it exclusively or is their use of it more situational? How often do they use it? Would they switch to a similar product or will they stay loyal to yours? These types of questions can give you a better understanding of your customers and allow you to create strategies that help you to reward loyal customers and gain new ones.

The Importance of Audience Segmentation

Segmentation is important because it can help you to better connect with your customers and create more focused marketing campaigns. Without understanding who your audience consists of, their attitudes, and their beliefs, you can only create a campaign that tries to target everyone. The problem is that in trying to target everyone, you end up with the middle of the road mediocrity, which isn’t good for anyone. 


With segmentation, you can cater your marketing strategies to specific regions, you can emphasize certain beliefs in your marketing that you know for sure will appeal to a certain segment of your audience. In other words, you can create a more focused and personalized campaign. And when a customer feels like you understand them and are speaking directly to them, they will be more likely to sample what it is that you are offering to them.

Proper Audience Segmentation Can Help To Grow Your Business

With the right research about your audience, you can segment your audience into specific categories that allow you to target them in a more focused and individualized way. This will not only help you to get new customers, but it will also ensure that the new customers and your existing customers remain loyal and devoted to your brand. Segmentation is a simple, yet extremely effective that can pay big dividends when it is used correctly.