Segmenting refers to identifying audience groups with meaningful differences. These groups need to be very specific to be usable in your marketing campaigns. It’s not enough to just say your audience is “women.” Are they working moms or stay-at-home wives? Are they in their early 20s or late 40s? You need to identify these differences because different audiences have different needs. That’s not to say that both the working mom and stay-at-home wife can’t be in your audience, but you should make a distinction between the two to deliver personalized marketing messages.
Audiences can be segmented geographically, which can be as broad as a country or specific as a neighborhood. You can also categorize audiences demographically, referring to age, gender, socio-economic status, and more. Segmenting audiences behaviorally and psychographically may be even more important. Behavior segmentation refers to their tendencies and behaviors, particularly when interacting with businesses. Some attributes can be bulk-purchasers, subscriber-oriented, or spontaneous purchasers. Psychographic segmentation refers to the lifestyles, attitudes, values, and hobbies of your audience. By understanding and segmenting your audience you better position your brand to target the right person with the right message.