1. Why Market Segmentation Is Important
Marketing segmentation is a vital part of any marketing campaign as it helps you to gain a greater understanding of
your customers needs. This is conducted by internet marketing agencies as part of an overall strategy in which the
aim is to maximise leads and of course, sales.
Adaptive conducts marketing segmentation as part of a marketing campaign. Find out more about this in our
Strategy section.
What is market segmentation?
This is a process in which customers are divided or ‘segmented’ into separate groups based on shared likes, dislikes
and needs. Your business can then target its products or services to each particular group of customers in order to
maximise sales.
It is important to learn as much as you can about your customers in order to achieve the best match between their
needs and your products or services. Use the 4 P’s – price, product, place and promotion to help with this match.
Purpose of marketing segmentation
The aim is to avoid a ‘scattergun approach’ to marketing by targeting your messages at specific groups of customers.
This means different messages for different groups.
Customers like to receive information that is relevant to them and their needs which is the reason for carrying out
market segmentation. But it is also helps you to determine whether they are high, medium or low value customers.
High value customers buy expensive items on a regular basis whereas low value customers make the odd purchase
now and again. Medium value customers are in between these two.