Marketing Segmentation

Cindy King — Thu, 30 Oct 2008 23:00:35 +0000

The need for marketing segmentation is all around us. Here are several examples of segmentation in marketing:

Web Marketing

To get the full value out of your web marketing you need to test and track your results.

A/B testing is simple enough to put in place. In fact, pay attention and you will notice that all of the most successful web marketers test their marketing results. This is how they learn how to sell to their markets online.

A testing strategy helps you learn more about your markets. It also shows you how to sell to your markets.

Just starting an international marketing campaign? Imagine starting your week with this question:

What am I going to test this week?

And if you have more than one product to promote online, you can easily begin every day with:

What am I going to test today?

The secret is learning more and adjusting your web marketing step-by-step. This is how small companies take the online advantage over big companies.

Email Marketing

Effective email marketing also involves testing and tracking results.

Direct response marketers are now testing their campaigns online first. Before investing in mailing their direct mail packages, they want to know what works best.

This is another example of segmentation for testing.

Multichannel Marketing

Today’s marketer has markets using different communication platforms, or channels. Communication through different marketing channels is an obvious necessity.

But how do you choose which channel? Well, you need to:

Pick up the conversation with your market at the right spot.
Or, continue the conversation further down the road.

This is more of a market segmentation.

International Marketing

For successful international business development you need country-specific marketing. And even culture-specific marketing.

This is also involves segmenting your marketing.

Is Marketing Segmentation Easy?

Segmentation certainly appears to be a necessity. But there is a slight barrier to segmentation. It appears to multiply the work.

It is also interesting to note the trend to avoid extra work and look for easy solutions.

Does segmentation offer an easy business advantage for the businesses that make the effort?

You can also think of segmentation as bringing more clarity. And clarity makes business easier.