Marketing: Customer Segmentation

Introduction

• Maximize your marketing efforts through segmentation
• Common ways to segment customers

1. Geographic and Demographic Segmentation

• How to complete geographic customer segmentation
• Segmenting customers by demographic factors
• Using cultural segmentation to target customers
• Where to find information for geographic and demographic segmentation

2. Behavioral and Usage Rate Segmentation

• Segmenting customers based on their behaviors
• Segmenting customers by usage rates
• Creating a clearer picture of customers

3. Psychographic Segmentation

• How consumers see themselves
• Researching the psychographic profiles of your customers
• Creating profiles of your customers and targets

4. Benefits-Sought Segmentation

• Characterizing customers based upon why they buy
• Opportunities to reach new markets

5. Customer Personas and Profiles

• Build a customer persona or profile
• Use customer personas and profiles in messaging

Conclusion

• Continue learning customer segmentation