Get a free demo

Discover Your Growth Strategy

See Segmentify in Action

Shortly after you submit the form, one of our team will contact you to organise a time for your demo. Thank you!

How to Improve Paid Marketing Efficiency by Understanding Market Segmentation

You must first understand your target users to create a successful paid marketing strategy. Target users can directly affect content creation, design, digital ads, and offline communication plans. Thus, with effective segmentation, your paid marketing strategy can be enhanced entirely, which leads your sales directly.

Key Takeaways

  • From lead generation campaigns to retention campaigns, segmentation is essential for all types of marketing campaign objectives since effective audience segmentation directly affects content creation, design and paid ads. 
  • Knowing which communication channels your users prefer and how they respond to content about a product and service will help you create platform-specific content and ads. 
  • Ad groups and messages tailored to specific segments can improve your Return on Investment (ROI) and Return on Ad Spend (ROAS) while preventing irrelevant traffic, which may result in lower funnel events.

What is Market Segmentation?

Market segmentation is the act of dividing a market into groups based on characteristics such as age, gender, location, income and education level. Doing so helps assess specific market needs, deliver more relevant messages to different segments and increase the probability of generating a response or conversion.

Segmentation is essential for all types of campaign objectives, from lead generation to retention campaigns. Effective market segmentation allows you to customise different marketing strategies and communicate with your customers more efficiently.

What are the Different Types of Marketing Segmentation?

Five common types of market segmentation you can use in your digital marketing strategy are:

1. Demographic Segmentation

2. Geographic Segmentation

3. Firmographic Segmentation

4. Psychographic Segmentation

5. Behavioural Segmentation

Digital marketers should know who their potential customers are, as well as their interests, needs, behavioural patterns and purchasing power before the segmentation. Having a clear idea about your target audience leads to efficient segmentation. For instance, firmographic segmentation is crucial for B2B campaigns and businesses, while an eCommerce business prefers behavioural segmentation. 

Read More: How Customer Segmentation Works in 6 Steps

Why is Market Segmentation So Important for Digital Campaigns?

1. Increased Customer Satisfaction

First things first, effective segmentation in digital marketing campaigns leads to customer satisfaction. Creating a personal relationship with customers allows both potential and existing customers to see your dedicated involvement in the sales and marketing processes, affecting your engagement metrics and conversion rates immediately. 

2. Omnichannel Communication Mix

Since each digital marketing channel has a different tone of voice and audience, knowing your customer is imperative to decide your channel mix. Knowing which communication channels your users prefer and how they respond to content about a product and service may help you create platform-specific content and ads. 

3. Reduced Marketing Costs

Targeting specific ad groups and promoting specific messages for the segment allows you to get better Return on Investment (ROI) and Return on Ad Spend (ROAS) and prevents irrelevant traffic, which may reduce your funnel events by increasing media buying costs.

4. Schedule Planning

Understanding different groups’ behaviours can help your communication plan. For example, if your target group prefers to spend time while commuting to work, you should target them within the given time interval. 

5. Product Development

Researching each segment’s needs allows you to study which products might appeal most to each group — potentially opening up new markets for your business. You can develop new products that may be interesting for the main segment of your target audience, thus appealing to a large group of customers with a high buying potential.

6. Optimised Landing Page Design

Effective segmentation can play an essential role in gathering better landing page metrics and conversion rates (CR). Understanding the different needs and problems of different segments is the key to creating a unique landing page. Targeting the specific audience and landing them on a particular landing page where they can find personalised solutions and products will lead to better CR and website metrics. 

Wrapping Up

From lead generation campaigns to retention campaigns, segmentation is essential. Segmenting your market allows you to tailor your marketing strategies and communicate more effectively with your customers, which will significantly enhance your paid marketing strategy, resulting in direct sales.

Reach out to us to learn more about customer segmentation and how you can use it to improve your customer engagement and conversion metrics.

Further Reading: Conversion Rate Optimisation in 8 Easy Steps

While Conversion Rate Optimisation (CRO) is one of the most critical metrics in digital marketing, there appears to be some confusion about what it is and how to improve it. Learn about CRO and how it helps to generate more leads, customers and sales from your website.

Marketing Know-How

Become a better marketer with Segmentify's weekly newsletter!

You may also like

How to Develop a Robust Customer Segmentation Strategy in 5 Steps

In today’s competitive eCommerce landscape, businesses must find ways to stand out from the crowd and keep customers coming back for more. One of the most effective strategies for achieving this is ...

28 March 2023
The Ultimate Guide to Google Shopping

Do you want to list your products and increase the visibility of your business? Google Shopping is a powerful tool to drive sales and conversions. Additionally, it allows businesses to reach potential...

23 March 2023
How to Optimise Customer Acquisition Cost in 9 Steps

You might be struggling with acquiring new customers. Or, you might be satisfied with the outcomes of your customer acquisition efforts, but still wonder why your customer lifetime value doesn’t mak...

21 March 2023
Travel Booking On-Site Search Tips & Best Practices

Let’s say you want to get out of the city for the weekend or go for an adventure in a faraway place for a couple of days. What is the first thing you do? Search for accommodations in your desired lo...

16 March 2023
Is There a Way for Brands to BeReal?

Everyone’s, especially Gen Z’s, new favourite photo-sharing social media app BeReal encourages its users to show who they truly are without filters and the need to stage, overthink, or edit images...

06 March 2023
Ultimate Guide to Email Marketing Segmentation

Ever since Ray Tomlinson sent the first email in 1971, email marketing has been a thing. Decades have passed; email marketing has evolved. People receive many emails daily, and most are not even ...

02 March 2023