What is Segmentation?
Segmentation is one of the most important marketing automation tools. In theory, segmentation is the process of breaking down your user base or market into small groups to understand them better and create marketing strategies to interact with them and nurture a healthy brand relationship.
But it’s a lot more than that.
Every business with a marketing manager creates segments - then why is it that some are more successful than the others? The answer lies in how they chose to create user segments, and what they do after.
Thus, it’s safe to say that the growth of your business depends on how well you connect with your users. This then doubles back to how well you have understood their needs, behavior and segmented them by the factors which impact your relationship with them, the most.
With Segmentino, you can identify the most reachable channel (be it Push, In-app, SMS, Web Push, On-site Notification or Email) for a particular segment and create personalized campaigns accordingly!
Benefits of Segmenting
Now that we understand what segments are, here is a brief explanation of the impact effective segmentation can have on your business: (More info could be found in this link)
1. Adjustment in marketing appeals:
Sellers can create separate marketing programs (called journeys in Segmentino) designed to satisfy the needs of different groups of customers instead of one marketing program aimed to draw in all potential buy¬ers
2. Determining market opportunities
The marketer can study the needs of each segment in the light of current offerings by the competitors. From such study, the marketer can find out the current satisfaction of customers and thus, the marketer can identify market opportunities.
3. Assist in distribution strategies
Segmentation also assists in adopting suitable distribution strategies. Different market segments may require different distribution mix. For example, if the product is of very high quality intended to target the upper class, then it must be distributed at prestigious outlets located at selective places.
List of Segments
List of Segments has been designed to give you an in-depth view of all the segments ever created in your Segmentino account. The default view of this section will show you important details of the defined segments.
Now, let’s get you acquainted with all the features of this section:
Search for a Segment
Using the search bar placed on the top left, you can search for a particular segment to analyze the latest activities and changes related to them. By clicking on the question mark next to the search bar, a search help containing a list of attributes you can search based on and the correct way of using them appears. You can use tab to autocomplete your search commands.
You can access your desired segment by clicking their hyperlinked Names.
Create New Segment
For creating a new segment, you should click on New button on the top right of the page. After that, you should fill the fields in Details tab according to the attributes of the segment you want to create. The vertical rectangular section on the right side enables you to make the segment editable by user in preferences center and also to decide on publishing it or saving it to publish later.
In Filters tab, you set the conditions that build your segment; for instance, if you want this segment of customers to consist of the population who do not own Acer devices and do not have a company name, you should do as shown below. Conditions are set upon user attributes, events, and channels.
After you finish delineating the details and filters, click on Save & Close button.