Knowing what is a segmentation strategy will allow you to master one of the basics of marketing: these strategies define much of what companies do to make themselves known and market their products, from the design of an article or content to the channel to be used for its dissemination.
At JUMP Data-Driven Video, a business data management platform designed specifically for video service players, we will explain below everything you need to know about what is segmentation strategy, so you can apply it in your audiovisual project. Read on and do not miss this opportunity to expand your knowledge in such an important aspect for your business.
What does the market segmentation strategy consist of?
In general terms, it consists of studying the universe of potential consumers as a whole, until we find those groups, segments or niches that have the best conditions to receive our commercial proposal, as what we do with the JUMP Personalizer tool.
In other words, we are looking for the target audience, which is nothing more than a group of potential users whose characteristics in terms of geographic location, age, preferences and other factors make them the best recipients of our content or products.
Why are market segmentation strategies important?
Because they allow us to focus our efforts on market segments in which we will have a better receptivity, instead of wasting time and money on social groups that will not be interested in our proposal.
For example, we can design a buyer persona, a sort of “prototype” of our ideal client. By thinking about their characteristics, we will be able to create content and products that will be perfectly adapted to our target audience. All this will be possible because we will know what is segmentation strategy.
What market segmentation strategies exist?
They are varied, and should be adapted to the type of business, the objectives of the company or project, the time in its history and other related factors. Some of the types of market segmentation strategies are:
Massive segmentation
This variety is based, although it sounds contradictory, on not segmenting. The idea is to disseminate equally to all audiences, without differentiating in any way. Although it is hardly used anymore, it can be useful in very specific cases.
Differentiated segmentation
Here the audience groups are differentiated, modifying the message for each of them. This would be a second level of segmentation.
Personalized segmentation
To know what is segmentation strategy, you must also know about personalized segmentation, also known as micro-segmentation. Here we go deeper into the segmentation levels, seeking to target specific messages to more specific groups.
For example, if differentiated segmentation targets people between 30 and 45 years old living in a specific country, customized segmentation efforts will focus on people between 30 and 45 years old in a specific city or neighborhood, with certain tastes, socioeconomic level and consumption habits.
With our Audience Clustering tool, you can segment your audience according to what they consume, on which days of the week they watch the content, during how many hours they enter your platform… it is a very complete and accurate tool to analyze your audience and offer them optimal results.
Concentrated segmentation
Also called niche segmentation, it is the one that allows the greatest depth in market segmentation. Basically, it consists of focusing on the buyer persona or ideal customer, forgetting the rest of the consumers. It can be interesting in certain contexts, but its negative point is that the universe of potential consumers is too restricted.
