[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
A study carried out by<\/span> Harvard Business School<\/span><\/a> reveals that 95% of products launched on the market fail to find their audience<\/span> because of poor segmentation<\/span>. <\/p>\n Brands understand the importance of personalising their offering. But also the way in which they communicate with consumers. That’s right, <\/span> each buyer has unique preferences<\/b> and expects companies to address their needs effectively.<\/span> <\/p>\n Before setting up a campaign or launching a new product, brands need<\/span> to understand their audience and segment it into groups.<\/b> In<\/strong> this article, we will look at the issues involved in segmentation and the techniques for segmenting your customer base and <\/span> boost the campaigns ROI. <\/span><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Segmentation in marketing<\/a> consists of<\/span> dividing your market<\/b> (i.e. consumers interested in a product or service) into sub-groups. Within these groups, we find buyers with common characteristics that are relevant to the brand. These may be demographic or behavioural profiles. <\/span><\/span><\/p>\n By identifying and targeting consumer segments, companies can<\/span> tailor their products, services and marketing efforts<\/b> to meet the needs and preferences of their audience.<\/span> <\/p>\n For example,<\/span> segmentation in marketing<\/b> has enabled the men’s skincare brand<\/span> Old Spice<\/a><\/span> to identify a group of customers it had not thought to address: women who buy this type of product for their partner.<\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]There are<\/span> 4 types of segmentation in marketing:<\/b> <\/span><\/p>\n <\/span><\/p>\n 1) Demographic segmentation (the who)<\/b>. This strategy consists of segmenting your audience on the basis of characteristics such as age, gender, education, income, profession (in the B2B sector) and so on. The advantage of this approach is that it is easy to implement (the data is simpler to collect). <\/span><\/span><\/p>\n 2) Psychographic segmentation (the why)<\/b>. Here, the brand groups its prospects and customers according to their interests, values, aspirations or personality traits. Given that these characteristics are subjective, this is a more difficult strategy to implement. It is more effective because it strengthens understanding of the market. <\/span><\/p>\n 3) Geographical segmentation (where)<\/b>. Une marque pr\u00e9sente \u00e0 l\u2019international peut segmenter ses clients en fonction de leur pays de r\u00e9sidence. Elle adaptera la langue qu\u2019elle utilise, mais aussi la tonalit\u00e9 des communications en fonction des codes sp\u00e9cifiques aux pays. <\/span><\/p>\n 4) Behavioural segmentation (the how)<\/b>. The brand groups buyers according to common behaviours (the way they interact with companies). This can include their consumption habits, online browsing, brand loyalty, etc. This data is easy to collect (on its website or social networks) and makes it possible to personalise the customer experience<\/a><\/span>.<\/span><\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Segmentation in marketing requires effort and resources. Nevertheless, it is a strategy to <\/span>better understand its audience and personalise its campaigns<\/b>, boosting their ROI.<\/span> <\/p>\n The advantages of segmenting your customer database<\/span> include<\/b><\/span> :<\/span> <\/p>\n <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-4″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” custom_padding=”||33px|||” global_colors_info=”{}”]<\/p>\n Before you can create customer segments, you need to<\/span> collect qualitative data<\/b>. Data collection is an increasingly complex area of marketing activity. The announced end of third-party cookies proves that it is essential for brands to \u2018own their data\u2019 (by collecting <\/span> first-party data<\/span><\/a>). Elles ne d\u00e9pendront plus d\u2019autres acteurs pour <\/span>refine customer knowledge<\/span><\/a>.<\/span> <\/p>\n To maximise these third-party data collection levers, brands need to use<\/span> tools that will enable them to build up enriched<\/b>, reliable and relevant CRM databases.<\/span> Gamification<\/span><\/a> is one of these tools, as animations and competitions offer a number of advantages:<\/span> <\/span><\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/11\/gamification-segmentation.webp” alt=”Gamification – segmentation tools” title_text=”gamification-segmentation” align=”center” _builder_version=”4.27.4″ _module_preset=”default” custom_margin=”||49px|||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Brands can therefore use gamification in two ways <\/span>to collect data:<\/span> <\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/11\/mecaniques-segmentation-e1732886388976.webp” alt=”Game mechanics – segmentation” title_text=”mechanics-segmentation” align=”center” _builder_version=”4.27.4″ _module_preset=”default” custom_margin=”||51px|||” custom_padding=”||50px|||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]Once the brand has fed its CRM with relevant data on its audience, it can begin to segment it for a better engagement in future campaigns<\/span>.<\/p>\n A tool like<\/span> Segment<\/a><\/span> (combined with a Playable Marketing platform) facilitates this work. The data is processed directly via the tool, which can then be used to <\/span>automatically create up to 30 customised segments. <\/b>Brands can then adapt their communications to ensure they deliver the right message to the right person, via the right channel. <\/span><\/p>\n Companies will also be able to<\/span> A\/B test their segmentation strategy<\/b> The tool offers greater visibility over the performance of each campaign, with detailed reports enabling the impact of each action to be monitored in real time. <\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”conclusion” _builder_version=”4.19.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_4_font_size=”20px” custom_margin=”||30px||false|false” global_colors_info=”{}”]<\/p>\n Conclusion<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]Maximise the effectiveness of your marketing efforts by making sure you’re sending the right message to the right people. With Adictiz’s Segment functionality<\/i><\/span><\/a>, you can capitalise on the data collected during your<\/i><\/span> interactive campaigns<\/i><\/span><\/a> and segment your audience so that you can personalise each message you send out. And to make your segmentation efforts easier, download the free <\/span><\/i>our webinar<\/i><\/span><\/a>!<\/i><\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”60px||50px||false|false” locked=”off” global_colors_info=”{}”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.19.5″ _module_preset=”default” text_font=”Montserrat|300|||||||” text_text_color=”#000000″ text_font_size=”30px” header_2_font=”|300|||||||” header_2_font_size=”25px” header_2_line_height=”1.2em” text_orientation=”center” custom_margin=”|0px|||false|false” custom_margin_tablet=”” custom_margin_phone=”57px|0px||0px|false|false” custom_margin_last_edited=”on|phone” custom_padding=”|0px||0px|false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_padding=”30px||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_button button_url=”https:\/\/www.adictiz.com\/?page_id=6949″ button_text=”Request a demo” button_alignment=”center” _builder_version=”4.19.4″ _module_preset=”default” custom_button=”on” button_text_size=”18px” button_text_color=”#FFFFFF” button_bg_color=”#0092ff” button_border_width=”0px” button_border_radius=”6px” button_letter_spacing=”0px” button_font=”Montserrat|700|||||||” button_icon=”||fa||900″ button_icon_placement=”left” button_on_hover=”off” custom_margin=”0px||||false|false” custom_padding=”8px|40px|8px|50px|false|false” global_colors_info=”{}” button_bg_color__hover_enabled=”on|hover” button_bg_color__hover=”#0092ff” button_bg_enable_color__hover=”on”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" A study carried out by Harvard Business School reveals that 95% of products launched on the market fail to find their audience because of poor segmentation. Brands understand the importance of personalising their offering. But also the way in which they communicate with consumers. That’s right, each buyer has unique preferences and expects companies to […]<\/p>\n","protected":false},"author":21,"featured_media":27593340,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[217,219],"tags":[],"dipi_cpt_category":[],"class_list":["post-21620","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-activate-data","category-targeting"],"yoast_head":"\n\n
Segmentation in marketing: what is it?<\/strong><\/h2>\n
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What are the different types of marketing segments?<\/h2>\n
Why use segmentation in marketing?<\/h2>\n
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Gamification as a marketing segmentation tool<\/h2>\n
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Segment the data collected via an interactive experience<\/strong><\/h3>\n
In 30 minutes<\/strong>, we show you how to launch your own high-performance interactive marketing campaign<\/h2>\n