A very powerful components of buyer segmentation in 2021


For some folks, flexibility comes naturally. For others, it requires hours of stretching simply to the touch their toes. Relating to buyer segmentation in our new regular, entrepreneurs have some severe coaching to do.

Segmentations are huge undertakings that misplaced loads of lustre throughout the pandemic. Even earlier than COVID-19, they took months to finish and analyse, might price into the six figures to conduct, and depreciated quickly. They symbolize a sliver in time, and as quickly as they’re accomplished, they go stale shortly.

However the pandemic’s dramatic influence on buyer conduct took what would have been a months-long depreciation course of and condensed it into just a few days. Loads of the segmentations performed simply earlier than the pandemic misplaced usefulness within the face of completely new buying conduct. So what’s a very powerful factor about segmentation shifting ahead?


Regardless of its challenges, segmentation stays an vital component of the marketer’s toolbox to assist group and talk with clients. Nonetheless, somewhat than double down on the frequency of conventional, inflexible segmentation, entrepreneurs’ now have huge knowledge units obtainable in close to, actual time to make their segmentations extra versatile. Right here’s why and the way:

Driving out disruptions

Due to the problems of segmentations, many companies as we speak might select to keep away from them altogether and depend on intuition to establish buyer profiles or goal alternatives. But, knowledge (loyalty, past-purchase, contextual, behavioural) may give entrepreneurs visibility on buyer conduct throughout and after huge social shifts. What segments change throughout these disruptions and what segments keep the identical? Is cash a defining trait or is life-style the defining trait?

Versatile segmentation permits entrepreneurs to seize viewers pursuits and wishes throughout geographic boundaries with out hundreds of thousands of {dollars}, a whole bunch of surveyors, and months of analysis. Extra importantly, versatile segmentation isn’t simply derailed by surprising disruptions as a result of it depends extra on real-time knowledge.

Buyer knowledge platforms (CDP)

CDPs have turn out to be a well-liked method for entrepreneurs to ingest and make knowledge actionable. They configure knowledge from a wide range of completely different sources and permit entrepreneurs to construct their very own segments. A CDP permits a model to regulate its advertising and marketing efforts to the present context of its clients by means of buyer segmentation and real-time decisioning. This has made CDPs highly regarded within the time of COVID-19. In keeping with Gartner’s Advertising and marketing Know-how Survey 2020, 87% of respondents say they’ve a completely deployed buyer knowledge platform (CDP) or are presently deploying one. That is up from 74% in 2019.

Regardless of this, 23% of Gartner’s 2020 respondents cite a “lack of a powerful buyer knowledge basis” as a prime obstacle to martech utilisation. Segments stay a key component of CDPs, however, with out a robust buyer knowledge basis, entrepreneurs should search for different types of knowledge to get an thought of buyer conduct and make their segments actionable.

The facility of social media

With social media, entrepreneurs can collect extra data after which customise messages to clients based mostly on their social media engagement. Nonetheless, it’s almost unattainable to scale and personalise advertising and marketing based mostly on particular person social media engagement. That is the place market segmentation based mostly on social media conduct turns into beneficial. In keeping with Hootsuite’s Social Traits 2021 Report, “social media segmentation can provide richer, extra related, and extra emotional foundations for outlining audiences past easy demographics.” Social media profiling goes past people and single knowledge factors. It takes 1000’s and even hundreds of thousands of information factors to point out a development vital sufficient for focused promoting. As a result of a buyer’s on-line conduct carefully mimics their offlines likes and pursuits, social media permits entrepreneurs to phase conduct life between completely different audiences in actual time.

Social media is nice for figuring out affinities between clients and celebrities. For instance, entrepreneurs can sponsor a triathlete that audiences have expressed an curiosity in based mostly on social media engagement. This permits them to focus on a selected phase or utilise the recognized life-style pursuits to focus on key phrases for every phase. This may be up to date in real-time, giving them rather more flexibility to evolve these segments over time.

Flexibility and personalised experiences

If flexibility comes with observe, then 2021 will probably be a yr for entrepreneurs to reimagine and retool how they phase clients based mostly on higher knowledge. Regardless of their faults, segmentations are nonetheless beneficial instruments if used accurately. CDPs and social media insights are permitting entrepreneurs to extra simply achieve perception on buyer conduct with out having to attend for months on survey knowledge. On the finish of the day, clients need personalised experiences, that means that entrepreneurs must react to altering behaviour shortly. At the moment’s versatile segmentation is making this attainable.

All in favour of listening to main world manufacturers focus on topics like this in individual?

Discover out extra about Digital Advertising and marketing World Discussion board (#DMWF) Europe, London, North America, and Singapore.  


Please enter your comment!
Please enter your name here