Digital strategies
The success of an automated marketing project is closely related to user segmentation. Is segmentation in marketing dead? I wouldn’t say so, because we always aim to find ways to analyze users to serve them in the best possible way. Has segmentation become more complicated? Maybe because the Internet has confronted us with greater complexity. Can automated marketing help us segment better? Without a doubt, yes, let’s see how.
Segment how?
In this 2009 article on the advertising era, we have already listed some of the considerations that we still face today, after almost ten years, to understand how to segment users in this new level of complexity. There are three interesting points:
Rapid change and reliability of the segment: people move, work, divorce, suddenly become georgia cell phone number list poor or rich. How long is a segment trustworthy? It is clear that segmentation cannot remain static and must be updated quickly.
The presence of users in several segments: in the morning we are workers, in the evening we are athletes, on the weekend we are parents who are passionate about TV series… It is difficult to describe people using a single variable, it is better to consider more than one by creating archetypes that help us describe this greater degree of complexity. The use of Personas can be very useful for us to have a clearer image of our consumers.
Self-profiling by interests : Social media and all the interest aggregation ecosystems on the Internet have forced us to revolutionize the analysis of people's needs. The value proposition of a product starts with the pain point and the expression of a need. The ability to monitor online behavior helps us intercept and deduce it earlier and better than any survey or focus group.
While the incredible amount of data at our disposal makes the work potentially more precise, the need to analyze this amount of data and create unique value propositions for each of these micro-targets significantly increases the complexity of marketing work.