How you can use Audience Segmentation in your Advertising Campaign
Audience segmentation is a concept that has existed for quite some time, though many new advertisers are just now getting into implementing it as an advertising strategy.
Let’s look at what audience segmentation is and how you can use this strategy to improve your ad targeting efforts.
What is Audience Segmentation?
Audience segmentation, or target audience segmentation, is a type of marketing strategy that is based on analyzing and identifying groups within a target audience for the purpose of delivering specialized messaging. This is usually done in advertising to establish more tangible connections with a highly convertible or dedicated group of potential customers.
The groups are usually based on very specific demographics, which can include:
Nationality or ethnicity
Buying habits such as previous purchases
For more advanced audience segmentation, psychoanalytics can be used to learn more about an audience’s personality types, values, and other beliefs.
Why is Audience Segmentation Important?
For many beginner advertisers, it may seem like planning a very generalized and uniform advertising campaign may be the best time-saving and money-saving solution. However, this is not always the case, especially when it comes to the food and wine industry. It is very important to specifically target the types of people who are more likely to convert.
Just as well, a more refined and highly targeted advertising campaign is more effective at building rapport and trust with customers who are likely to become brand ambassadors or repeat buyers.
Types of Audience Segmentation
There are few different types of audience segmentation that advertisers can use to their advantage:
This includes the basics like age, income, location, etc.
Buyer journey. The buyer’s journey progress strategy involves looking at where a buyer is on their journey, be it awareness, considering, or deciding.
This involves looking at what the audience is buying, how often they are buying, and why they are buying particular things.
The device a segmented audience group uses may require different marketing, such as desktop vs. mobile devices.
The level of engagement of a customer, or whether or not your customers are regular buyers, should determine what kind of advertising they receive.