Why You Should Segment Your Audiences

Audience segmentation helps you bring order to the chaos of modern consumerism. It is the act of dividing your larger audience into smaller, distinct groups—or segments—based on shared characteristics such as demographics or purchase history, behaviors, and preferences. 

With marketing departments under more pressure than ever to tighten budgets and rethink their spend, it’s crucial to make sure marketers are actually listening to the data. You can’t rely on a  one-size-fits-all approach anymore. You’ve got to segment to personalize and humanize your strategy to drive engagement, conversions, and ultimately turn prospects into customers and customers into advocates. 

By personalizing your marketing communications to the unique needs and preferences of each segment, you create more relevant and engaging campaigns, driving higher customer engagement, delivering better results.

Why audience segmentation should be a cornerstone of your Data Strategy can be summed up with these recents marketer stats and trends:

• 80% of companies that use market segmentation report increased sales (Marketo)
• The most common segmentation criteria are demographics, psychographics and behavior (Lotame)
• Segmentation can help businesses increase their conversion rate by up to 50% (DemandMetric)
• Segmentation can help businesses reduce their marketing costs by up to 30% (Marketing Donut)
• Segmentation can help improve customer lifetime value (CLV) by 25% (Lotame)

‍Interested in Learning More?

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