Importance of segmentation and targeting in today’s marketing process

The concepts of segmentation and targeting are very important as they allow you to reach out your desired audience and promote your brand. With the rise of social the process of segmentation and targeting has become easier.

Econsultancy columnist Nathan Levi has shared an useful article highlighting the importance of segmentation and targeting today.

On how Facebook has made segmentation more achievable, Levi says, “Facebook is the first advertising channel that completely removes this blind spot. It means you can employ the marketing practices of segmentation with razor-sharp precision.

Facebook means that if your strategy is to target liberal conservatives who might be swayed to vote for Brexit with messaging about Turkey joining the EU, you could implement this without much bother. We’ve seen the full effects of this kind of micro targeting from the Vote Leave campaign.

This kind of approach only works if your segmentation is sophisticated enough to split the attributes of potential customers in a way that’s truly relevant to your brand. For example, postal address, annual salary and family status will matter to a local high-end bakery, whereas attitudes to credit and short- and long-term financial goals will matter more to an online credit broker”.

Brexit has shown the power of segmentation & targeting in the age of Facebook