Segmentation Readings

Marketing Segmentation

The practice of dividing your target market into approachable groups

Firmographic Classification

is a method used in marketing segmentation that categorizes businesses based on characteristics such as size, industry, and revenue

5 Steps to Define Segmentation

define your target market, segment your market, understand your market, create your customer segments, testing your marketing strategy

Things to Avoid for Segmentation

avoid making segments too small or specialized, don’t just focus on the segment rather than the money, don’t be inflexible

Segmentation should include 6 characteristics

identifiable, substantial, accessible, stable, differentiable, actionable

Characteristic 1

Identifiable: segments must be clearly defined and distinct.

Characteristic 2

Substantial: segments should be large enough to generate profit.

Characteristic 3

Accessible: segments should be reachable through marketing efforts.

Characteristic 4

Stable: segments should be relatively constant over time to be effectively targeted.

Characteristic 5

Differentiable: segments must respond differently to various marketing strategies.

Characteristic 6

Actionable: segments must be unambiguous and capable of eliciting distinct marketing responses.

6 Steps for Brands to Active Segmentation

A framework that helps brands effectively identify and engage their target market segments by following a structured approach.

Step 1

Find and enable a champion

Step 2

Inspire your stakeholders

Step 3

Generate activation tactics

Step 4

Develop a communication plan

Step 5

Prioritize the right strategies

Step 6

Create an activation road map

Seed Audience

A designated group of individuals identified as early adopters or influencers who help initiate engagement and spread messages to a broader audience.

How to Link Survey to 3rd Party Data

By person, by tagging, or by device to enhance insights and targeting.