To get the answer to this question, you have to take a step back and see what are the things your product fail to address, what’s not covered in the marketing strategy or what are the potential aspects overlooked. The brainstorming is a must if you want to repair the image and want the product get to the top.
It’s necessary because you cannot target all your customers with a one-size-fits-all solution. Instead of bundling, you have to prepare the strategy according to the different users with distinct needs to get the positive results. Dividing the users into different groups based on the user behavior and characteristics such as interests, location or needs is called segmentation.
Reaching out to the people in each segment in a unique way uplift the chances of getting conversion as the product you provide is what the people are actually looking for. Definitely, now you are not going to say - Is there really a need for segmenting the data collected?
Big thanks to the intelligent tools which help in analyzing the big data from the app traffic to easily group the customers into the segments.
Take a look at the some of the biggest benefits the data segmentation offers:
Improve the marketing efficacy
With a deep level of segmentation, the marketing efforts become both effective and efficient. The campaigns can be designed and launched for a segment comprising the group of customers with similar needs, instead of, for different individuals, which saves a lot of time and money. Also, it eliminates the concept of generic campaigns that are nothing more than shooting in the dark. The distinct marketing strategies for the different segments is a brilliant option as these resonate with the customers that in turn increase the opportunity to sell and generate revenue.
With customer segmentation, you can easily group the frequent visitors, recurrent buyers, new buyers, potential buyers, and occasional buyers. Based on the purchasing power and browsing behavior, when you reach the users with different messages such as providing special privileges to the potential buyers, granting the discounts to the occasional buyers, or making recommendations for the product repetitively browsed. This process helps in retaining the customers and improving the loyalty.
Bring innovation to the product
With segmentation, you can easily get to know which segment you need to prioritize and then you can innovate the product accordingly. The concentration on the right segment and allocation of resources for the specific segment bring winning outcomes as opposed to spreading the resources equally on all the segments.
For instance, as the holiday season is near, the companies know which customer segment they should engage with to grow the profits boundlessly. They should start offering the content and products segment-wise. Additionally, the store must get ready to handle the traffic coming from the region.
No doubt, on social media, the companies can reachout to a wider audience, but getting the meaningful engagement from the target audience is less probable. That’s where behavioral segmentation and a social media management platform comes to the rescue. It provides the points of optimization for every segment like- the right time to share the content, type of content and on what type of networks. The social optimization for various segments maximize the user engagement and ultimately bring more leads down the sales funnel.
This is a spiffing opportunity!
How can the businesses leverage the data segmentation to boosts up the conversion and revenue?
Here is the answer:
Daily, several emails hit the user’s inbox that is more often deleted without even glancing at once, but still, they hold value. The reason is generic emails have become a passing fad. In the age of personalization, the users click and give 10-20 seconds to only those emails which are related to their preferences or of their interests and created with sticky content.
The reason behind is why the customer will buy the product that you are interested in selling? They are likely to take an interest in the product what they want. Segmentation is utmost important in the email campaigns if you want the users to take the desired action.
According to MailChimp study, “The segmented email campaigns bring more opens and clicks and had a 4.56% lower bounce rate, and 9.37% unsubscribes than non-segmented campaigns.”
It’s apparent, email marketing is the area where you should incorporate the email segmentation even when the customers are in the different stages of the conversion funnel.
Personalize the user experience
Tailoring the app content according to the customer’s needs of different segments plays a vital role in catching more eyeballs. When the appealing content holds relevance for the users, the probability of prompting the users to take the action get augmented.
The user experience can be personalized based on the user segmentation for the following attributes- location, browsing habits, new or repeat visits, and demographics.
For instance: Customize the content and offers for the USA customers during the festive season (Location-based). Notify the customer that the product they are browsing is about to last (Browsing habits-based). A restaurant can offer discounts to the first-time diner or free delivery to recurrent customers (new or repeat visit-based). Inform the Gen X about the new arrivals in the fashion store (demographics-based).
The guessing game is rather better than the creation of relevant solutions based on the segments. Don’t make assumptions, prompt the user participation with personalization.