Segmentation. Then and Now.

Segmentation. Then and Now.
April 19, 2016 Sandy Sara

Segmentation. The simple process of sorting leads using their age, demographic, disposable income and gender. Not quite….

This is 2016 and the world is changing, fast. The wealth of available information comes from an ever-increasing array of services including Uber, AirBnb, Twitter, Instagram and Facebook, as well as the use of wearable technologies including Apple Watch and Samsung Gear. This is also known as Big Data.

Today’s consumers are expecting the use of personalised messages along multiple touch-points within the customer journey. This is the new way to segment and it needs to be a part of your marketing efforts.

The marketers who embrace this Big Data evolution will be rewarded in the long-term with customers who become part of a 1:1 journey with the company, rather than using mass-marketing segmentation techniques.

Where do I start?

Great question!

The first step is to define the objective of the marketing campaign. The objective of the campaign will be the cornerstone of defining the appropriate efforts that will go into meeting these objectives.

Let’s say that we are set to release a brand new high-end sedan. What should our segmentation objective be? Well, we could set up some TV commercials, billboards and maybe mention it on our Facebook page? That approach may have worked in the days of Mad Men, but it’s 2016 and time to get real.

In 2016, we need to use Big Data to segment customers based on where they are in the sales funnel (yes, its 2016 and we still need the sales funnel).


Why we apply

Big Data that is.

Our segmentation shouldn’t be based on who we think the car should be marketed to, but by who we know is interested in the product. This is information that is gained by having a digital presence, tracking users and being active in social discussions online.

Once we have this information, we can set up personalised messages to the consumer at various touch-points throughout the journey. This is segmenting for success. The marketers of today need to understand that segmenting incorrectly can have one of the most damaging impacts on your business. It wastes time, money and aggravates consumers who do not care for your product.

Successful segmenting is beneficial for the company and consumer, whilst saving time and money.


How do I get in on this fun?

You might be asking yourself, how do I get the data that allows me to properly segment?

There are a few tactics that can be deployed to gather information on potential leads.

  • Progressive profiling is extremely helpful in gathering further information about leads.
  • Having an active presence online to understand consumers, their needs and wants.
  • Lead scoring helps identify those leads who are Marketing qualified and those that are Sales qualified. Read more here.
  • Obtaining an email address and phone number from leads allow for marketers to send personalised information at various touch-points. This is the 2016 way to segment, not sending out a massive message to the entire database.

Segmentation has changed forever and if applied correctly, it can allow companies to interact with their customers on a 1:1 basis, which is an astonishing milestone in a world filled with noise.