Culture and Leadership
The process of dividing a larger group into smaller subgroups (segments) according to a set of shared characteristics. In marketing segmentation examples of shared characteristics could be similar interests, habits, purchase patterns, geography, age, or other demographics. By focusing on smaller segments with like characteristics, you are able to tailor marketing messages to each group specifically. Think of it as a Facebook group. “Women Who Love Scrapbooking” would get a different marketing message from you than, say, “Women Who Love Cliff Diving.” Segmenting audiences and subsequent messages to those subgroups provide a goldmine of marketing analysis, testing, and personalization efforts that keep your overall “blanket” message from getting lost and maximize opportunities for a certain desired action from your market.