Why is segmentation necessary?
Posted: Mon Jan 20, 2025 4:06 am
One-to-one communication achieved through segmentation
Hello. This is Nakagawa from the Marketing Department.
In our marketing blog, we have mentioned many times the importance of one-to-one communication with customers.
How to get to know your customers to turn them into fans: Points to note when visualizing and integrating data and examples of recommended customer segments
How to get to know your customers to turn them into fans: Points to note when visualizing and integrating data and examples of recommended customer segments
Hello. I'm Matsuoka from the Marketing Group. In my last blog, I talked about the three steps that companies should take to turn their customers into fans: "Know your customers," "Create an experience," and "Connect with your customers."
So how can we actually take measures that engage with each and every one of our many customers?
This time, let's explore how to do this with the theme of "segmentation."
table of contents
1. What is segmentation?
2. Why is segmentation necessary?
3. Segmentation classification method
Geographic variables
Demographic variables
Social and psychological variables (psychographics)
Behavioral variables
4. Segmentation evaluation
Rank
Realistic (Effectiveness of scale)
Reach
Response (measurability)
5. Examples of segmentation
[Geographical variables x demographic variables x behavioral variables]
[Demographic variables × social and psychological variables × behavioral variables]
6. Summary
1. What is segmentation?
In the context of marketing, segmentation refers to "classifying markets or customers based on some kind of evaluation axis."
This is often done as a preliminary step when launching a new product or service, in order to decide which demographic to target.
Have you ever heard of the term STP analysis?
This is an analytical method consisting of three steps: Segmentation, Targeting, and Positioning.
Segmentation is the first step.
This is not something that should only be used in large-scale occasions such as business ventures or new service launches.
This is a concept that can also be used to engage lawyer database with each of your existing customers.
2.
As the term mass marketing suggests, in the past, the mainstream advertising method was to appeal to a large, unspecified number of people, using television commercials and street advertising.
However, in today's world where people's lifestyles and interests are diverse, it has become difficult to attract consumer interest with such an approach that is aimed at a general audience.
Furthermore, with the spread of the Internet and smartphones, the amount of information people are exposed to every day has increased dramatically.
As a result of information overload, people tend to take in only the information they like through social media and news apps.
Hello. This is Nakagawa from the Marketing Department.
In our marketing blog, we have mentioned many times the importance of one-to-one communication with customers.
How to get to know your customers to turn them into fans: Points to note when visualizing and integrating data and examples of recommended customer segments
How to get to know your customers to turn them into fans: Points to note when visualizing and integrating data and examples of recommended customer segments
Hello. I'm Matsuoka from the Marketing Group. In my last blog, I talked about the three steps that companies should take to turn their customers into fans: "Know your customers," "Create an experience," and "Connect with your customers."
So how can we actually take measures that engage with each and every one of our many customers?
This time, let's explore how to do this with the theme of "segmentation."
table of contents
1. What is segmentation?
2. Why is segmentation necessary?
3. Segmentation classification method
Geographic variables
Demographic variables
Social and psychological variables (psychographics)
Behavioral variables
4. Segmentation evaluation
Rank
Realistic (Effectiveness of scale)
Reach
Response (measurability)
5. Examples of segmentation
[Geographical variables x demographic variables x behavioral variables]
[Demographic variables × social and psychological variables × behavioral variables]
6. Summary
1. What is segmentation?
In the context of marketing, segmentation refers to "classifying markets or customers based on some kind of evaluation axis."
This is often done as a preliminary step when launching a new product or service, in order to decide which demographic to target.
Have you ever heard of the term STP analysis?
This is an analytical method consisting of three steps: Segmentation, Targeting, and Positioning.
Segmentation is the first step.
This is not something that should only be used in large-scale occasions such as business ventures or new service launches.
This is a concept that can also be used to engage lawyer database with each of your existing customers.
2.
As the term mass marketing suggests, in the past, the mainstream advertising method was to appeal to a large, unspecified number of people, using television commercials and street advertising.
However, in today's world where people's lifestyles and interests are diverse, it has become difficult to attract consumer interest with such an approach that is aimed at a general audience.
Furthermore, with the spread of the Internet and smartphones, the amount of information people are exposed to every day has increased dramatically.
As a result of information overload, people tend to take in only the information they like through social media and news apps.