Segmentation and targeting

Segmentation and targeting are marketing strategies used by organizations to identify and target potential customers who have similar needs, wants and preferences. Segmentation involves dividing a larger market into smaller, more manageable sub-groups, while targeting involves selecting one or more of these segments and focusing marketing efforts on them. Through segmentation and targeting, organizations can develop strategies and messages that are tailored to each segment’s needs, thereby making their marketing efforts more efficient and effective.

Example of segmentation and targeting

• A clothing retailer might use segmentation and targeting to reach different consumer segments. For example, the retailer could segment its market by gender, age, income level, lifestyle, and location. Then, the retailer could target select subsets of these segments with marketing messages tailored to each segment’s needs and preferences. For example, the retailer could target young, fashion-minded consumers in urban areas with advertisements for trendy, stylish clothing.
• A car manufacturer might use segmentation and targeting to reach different consumer segments. The manufacturer could segment its market by age, income level, lifestyle, and vehicle preferences. Then, the manufacturer could target select subsets of these segments with marketing messages tailored to each segment’s needs and preferences. For example, the manufacturer could target young, technology-minded consumers with advertisements for its latest electric vehicles.
• A restaurant chain might use segmentation and targeting to reach different consumer segments. The chain could segment its market by location, cuisine preference, price range, and dietary restrictions. Then, the chain could target select subsets of these segments with marketing messages tailored to each segment’s needs and preferences. For example, the chain could target health-conscious consumers in urban areas with advertisements for its organic, vegetarian, and vegan menu options.

When to use segmentation and targeting

Segmentation and targeting are essential components of any successful marketing strategy. Companies can use segmentation and targeting to identify and reach their most profitable customers and maximize their marketing efforts. Segmentation and targeting can be used in a variety of ways, including:

• Developing segment-specific products or services: Companies can use segmentation and targeting to create products or services that are tailored to the needs of a specific segment.
• Creating segment-specific marketing campaigns: Companies can use segmentation and targeting to create marketing campaigns that are tailored to the needs and interests of a specific segment.
• Identifying new customer segments: Companies can use segmentation and targeting to identify new customer segments that may have previously been overlooked.
• Optimizing pricing strategies: Companies can use segmentation and targeting to optimize pricing strategies by targeting segments with higher willingness to pay.
• Improving customer experience: Companies can use segmentation and targeting to improve customer experience by ensuring that customers receive relevant and personalized experiences.

Types of segmentation and targeting

Segmentation and targeting are important marketing strategies used by organizations to identify and target potential customers who have similar needs, wants and preferences. The following are some common types of segmentation and targeting:

• Demographic Segmentation - Demographic segmentation is the process of targeting a market based on demographic characteristics such as age, gender, income, education, occupation, family size and more.
• Geographic Segmentation - Geographic segmentation involves targeting a market based on geographic location, such as country, region, state, city, zip code and more.
• Behavioral Segmentation - Behavioral segmentation involves targeting a market based on past behaviors, such as purchase history, interests, usage frequency and more.
• Psychographic Segmentation - Psychographic segmentation is the process of targeting a market based on psychological characteristics such as lifestyle, values, attitude and personality.
• Technographic Segmentation - Technographic segmentation is the process of targeting a market based on technology usage, such as the types of technology they use, the frequency of usage, the platforms they use and more.
• Benefit Segmentation - Benefit segmentation is the process of targeting a market based on the benefits customers seek from a product or service. This could include convenience, cost-effectiveness, reliability and more.

Steps of segmentation and targeting

Segmentation and targeting are important marketing strategies used by organizations to identify and target potential customers that have similar needs, wants and preferences. The following are the steps involved in segmentation and targeting:

• Define the Market: The first step is to define the overall market that the organization is targeting. This includes understanding the size and scope of the market, the characteristics of the desired customer segment, and the potential competitors.
• Identify Segments: The next step is to identify potential customer segments that the organization can target. This involves looking at demographic, psychographic, and geographic factors.
• Select Target Segments: Once potential customer segments have been identified, the organization needs to select which segments they will target. This involves evaluating the potential size of each segment, their current level of profitability, and the potential for growth.
• Develop Strategies: Once target segments have been selected, the organization needs to develop strategies for reaching them. This involves understanding the needs and wants of the segment, and then creating messages and offers that are tailored to their specific wants and needs.
• Implement Strategies: The last step is to implement the strategies developed. This involves creating marketing materials, launching campaigns, and tracking results.

Advantages of segmentation and targeting

Segmentation and targeting are important marketing strategies that can greatly benefit organizations. They can help organizations focus their resources and efforts on specific groups of customers, thereby increasing efficiency and effectiveness. The following are some of the advantages of segmentation and targeting:

• Increased efficiency and effectiveness: By targeting specific segments, organizations can tailor their marketing efforts to those segments, saving money and time.
• Improved customer relationships: By understanding the needs and preferences of their target audience, organizations can create messages that are more relevant and appealing to those customers.
• Increased profits: By targeting the right segments, organizations can increase their profits by focusing their marketing efforts on those customers most likely to purchase their products or services.
• Better brand recognition: By targeting the right segments, organizations can create more effective brand awareness campaigns, which can help them to increase their visibility in the marketplace.

Limitations of segmentation and targeting

Segmentation and targeting can be beneficial for organizations to increase their customer base and maximize their return on investment. However, there are several limitations associated with this strategy as well. These include:

• Lack of detailed customer information: Segmentation and targeting require detailed information about customer needs, wants and preferences, which may not always be available. Organizations may not have the resources to collect such information or may not have access to reliable data sources.
• Risk of oversimplifying customer needs: Segmentation and targeting can oversimplify customer needs and preferences, leading to a one-size-fits-all approach that may not be suitable for all segments.
• Difficulty in reaching target segment: Even if the target segment has been identified, it may be difficult to reach out to them due to various factors such as geographical location or access to appropriate communication channels.
• Unpredictable consumer behavior: Consumer behavior is unpredictable and can change quickly, making it difficult to adjust segmentation and targeting strategies.
• Cost of marketing campaigns: Segmentation and targeting can be expensive, as marketing campaigns may need to be tailored for each segment and may require additional resources.

Other approaches related to segmentation and targeting

Segmentation and targeting are just two of the many marketing strategies used by organizations to identify and target potential customers. Other approaches related to segmentation and targeting include:

• Positioning: This approach involves setting a product or service apart from the competition in the minds of customers. Organizations use this strategy to create a unique position for their product or service, which can help them to stand out in the marketplace.
• Personalization: This approach involves tailoring marketing messages and offers to individual customers based on their past purchases or interactions with the organization. Personalization can help organizations to build relationships with their customers and foster loyalty.
• Differentiation: This approach involves creating a unique offering that sets an organization apart from its competitors. Differentiation can involve differentiating on price, product features, distribution channels, or other factors.

In summary, segmentation and targeting are just two of the many marketing strategies that organizations can use to identify and target potential customers. Other approaches related to segmentation and targeting include positioning, personalization, and differentiation. Each of these strategies can help organizations to stand out in the marketplace, build relationships with customers, and foster loyalty.

Segmentation and targeting — recommended articles

Geographic market segmentation — Market segmentation process — Brand value chain — Customer segmentation model — Groups of consumers — Customer needs — Segment of the market — Importance of market segmentation — Managing brand equity

References

• Lotenberg, L. D., Schechter, C., & Strand, J. (2011). Segmentation and targeting. The SAGE handbook of social marketing, 125-135.
• Wright, M. (1996). The dubious assumptions of segmentation and targeting. Management Decision, 34(1), 18-24.