Demographic segmentation involves segmenting your customer base based macedonia mobile database on demographics such as location, age, gender, work profile, income, etc. If you are a B2B organization, you can segment your clients based on parameters such as industry, company size, and geographical location.
The reason for segmenting consumers based on demographics is that customers naturally tend to purchase goods and services based on their demographic characteristics. Segmenting your customer base based on demographics also allows your marketing team to create strategies that are specific to the areas you should serve. For example, if most of your clients are based what is a content manager and what are their functions? in New York City, your marketing strategies should be designed to focus on expanding in New York City.
#2. Product usage segmentation
Product usage segmentation refers to segmenting your customers based on the products or services they use and their user or non-user status. For example, if you are a cosmetics brand, you can segment you
r clientele based on what products they purchase most frequ
ently, such as skincare products, hair care products, and usa data so on.
You can also segment your clients based on whether they are active customers or not. Accordingly, you can create and send marketing content to active customers and leads or inactive customers.
#3.
Purchasing or buying behavior is another way B2B companies segment their customers. In this category, segmentation is done based on the frequency of customers’ purchases, whether they prefer monthly
or annual plans, or whether they have a centralized or decentralized approach to purchasing.
#4. Segmentation of situational factors
Customer segmentation based on situational factors involves segregating your clients based on variables such as purchase urgency, order size, product use cases, etc. In such cases, segmentation further divides buyers into smaller groups because each customer’s situation is unique.
Both macrosegmentation and microsegmentation strategies divide your customers into small groups based on certain characteristics. So how do they differ?
In B2B marketing terms, macro-segmentation refers to dividing an organization’s customer base or market into smaller segments. These segments are created based on the company’s organizational characte
ristics, such as location, industry, and size.
Micro-segmentation, on the other hand, goes a step further and classifies clients based on their purchasing behavior. The classification can be based on demographics, which include age, gender, educati
on level, income, job profile, lifestyle, purchase frequency, product usage, and situational factors.
In short, while macro-segmentation focuses on categorizing customers at a broader level – based on their location and company size, micro-segmentation further divides these segments into smaller groups based o
n buyer personas. This helps companies better understand their target audience, helps them define their unique characteristics, and design marketing strategies accordingly.
Types of customer microsegmentation
The process of micro-segmentation separates customers based on categories such as behavioral, geographic, demographic, and psychographic. Let’s understand each of them in detail.
#1. Behavioral segmentation
Segmenting customers based on their buying persona is considered one of the most effective classification techniques. In behavioral segmentation, companies identify and categorize customers based on their purchasing history, shopping frequency, which products they buy the most, whether they prefer to shop online or in-store, purchase intent, etc.
#2. Geographic segmentation
In geographic segmentation, customers are divided based on location. This includes categories such as country, state or province, city, county, zip code, and so on. Customers are further divided based on whether they live in an urban or rural area, whether it is a cold or tropical location, whether the store is a stand-alone store or located in a shopping mall or shopping complex, and so on.