Deep down, we all know that we are far more likely to have a better engagement with a customer if we do so on a 1-2-1 basis.
However fantastic and clever our marketing campaigns are, and however cutting edge our social media strategy is, nothing ever takes the place of a voice to voice or person to person interaction.
Knowing what to say and how to say something that is relevant to an individual is an art in itself but to be successful requires some science to boot.
That science is the science of segmentation.
Although every customer is unique, in fact, you can usually find some similarities between your customers which might help you to decide upon an approach. For example, customers may share geographical locations; buying preferences and patterns; education levels or age. Determining the attributes that create cohesiveness will also help you to understand what differentiates them from the next customer.
Understanding how to segment your customers and also how they differ will provide you with talking points for the target customers you will be approaching.You’ll be able to talk about something relevent.
These days it’s a luxury to be able to talk to a customer on a one to one basis, especially in this age of mass marketing where cost drives interaction. From a customer perspective, however, it’s preferred.
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Sometimes you will find that different segments present conflicting demands. By thinking through the needs of the different market segments and taking account of the company’s strengths you can choose one or more segments on which to concentrate your efforts. Choosing a segment entails gathering information about that segment, its future potential, the strength of the competition and the company strength you will bring to bear. This is known as targeting.
Once you have a clear idea of:
The type of people you wish to have as customers
The need you are trying to satisfy
What customers are looking for in your product or service
You can then plan your The Marketing Mix.
