The Power of Microsegmentation

The rise of social media, and the explosion of digital communication, has opened up a whole world of opportunity for engaging with your organization’s target audience. And, while the traditional 80/20 marketing approach has long been held a standard, the low cost of digital marketing and the ability to easily hone communications for a specific audience is shifting branded communication away from tried and true “mass appeal” marketing.

Thanks to the process of microsegmentation, marketers can now target their audience’s needs more specifically. This is done using a combination of technology and techniques, such as advanced identification algorithms, artificial intelligence, and data mining, to help marketers identify sub-sections of consumers who fall within their targeted audience. Consumers can then be divided into small categories which represent their specific individual interests – and this microsegmentation can be used to personalize and focus communication and marketing campaigns, making them more relevant to those consumers.

The truth is that each individual has separate and unique reasons for identifying and interacting with your brand – their feelings about your products, promotions and services vary with their unique interests and motivations. Microsegmentation attempts to recognize the individual needs embedded within a larger demographic, and drill down to the motivating factors which allow marketers to tailor their campaigns appropriately, craft more appealing messages, and effectively engage their audience members.

Microsegmentation can be used to divide a large target audience into smaller groups based on demographic information such as age or gender, geographic location, lifestyle, educational status, and even behavioral differences.

Each segmentation point can be used to more effectively tailor communications to meet the desires and needs of the customers who fall within that segment – for example, a bookseller who is looking to feature a book of the month might choose to use microsegmentation to divide it’s audience of book lovers into smaller groups, in order to suggest books which are more appropriate for particular subsets of visitors.

When targeting a particular geographic area, microsegmentation is especially helpful. It allows large organizations to adjust their communications to reflect local products, promotions, and events. Marketing communications and campaigns can be created to address regional interests and concerns, garnishing the response and support of individuals within the targeted locale. It helps engage consumers on a more involved level than mass-appeal, unfocused marketing, and provides the insight needed for organizations to make location-specific decisions.

The most amazing thing about microsegmentation is its ability to assist in the building of in-depth relationships. With each customer or consumer interaction, you’ll gain further insight into their behavior, allowing you to further optimize marketing efforts to inspire maximum engagement. Your communications can evolve to become more relevant to your loyal customers and brand advocates.

As you discover the motivating factors and interests which drive the loyalty of your audience, you’ll be able to identify the needs of specific communities within your targeted demographic. This will not only help you communicate with impact, it will help you facilitate interaction and engagement between members of those communities. You’ll uncover brand advocates, and community influencers who can help you develop more in-depth relationships with other community members, and extend your brand’s reach.

Microsegmentation is an essential piece of any effective digital marketing strategy. To learn more about how you can use this process to improve your customer interaction, hone communication, and drive customer engagement, contact the experts at Strongpages today!