THE 4 TYPES OF SEGMENTATION BASES

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And that starts with the need for the segmentation base to be “identifiable”. That is, to be considered, the first thing she needs is to be easy to identify. Therefore, there is segmentation when you look at a larger audience and identify that within it there may be group divisions. 2) Measurable Another principle that marketing segmentation must follow is that it should be measurable. This means that to compose the segmentation, performance indicators or measurement tools must be applied to it . Thus, it is possible to have a look directly linked to results and possible adjustments to understand both the ROI (return on investment) that a given action is bringing, and the need to adjust guidelines.

Substantial Following the main recommendations for creating marketing strategies, segmentation must also have the principle of being substantial. This basically Phone Number List means being composed of a volume, a reasonable amount of potential leads . Even if the segment in which your company operates is smaller in relation to other market niches in general, this number needs to be representative in proportion to the type of area and the business , otherwise it is not viable or possible to sustain it. 4) Affordable In order to be able to apply marketing actions to a certain audience segmentation, it must be accessible. That is, there must be conditions for campaigns and strategies to be worked on or for there to be directions to it.



These conditions need to be verified both in terms of location and communication channels (if it is not close and a more global strategy is adopted ), so that receptivity is concrete and positive. 5) Differentiable Then, among the publics identified to compose the segmentation, the different groups must be distinguishable. This also goes back a lot to the differences between the target audience and buyer personas . The target public is more general, it is the one that the company identifies as possible to serve. Personas, on the other hand, are different groups within this sphere, which allows for greater segmentation of strategies. And putting together a marketing mix, as well as content and CLM studies that are increasingly adjusted to each part of this segmentation is essential. 6) Actionable.