Quotes That Will Refresh the Way You Think About Market Segmentation

"Dividing a heterogenous market into a number of smaller, more homogenous subgroups is called market segmentation or customer segmentation."

-Ashok Jain

We started here just in case you need to actually refresh your memory. OK, let's get more interesting, now.

"The only way to win at content marketing is for the reader to say, 'This was written specifically for me.'"

-Jamie Turner

To a greater extent than every before, it's possible to adjust your content for very specific types of people, or segments. We've come to a point in time where emails, pages, and videos can be automatically injected with a viewer's name and other super-targeted information. Because of that, if you're not making an attempt to target your segments effectively, you're at a disadvantage.

"Who, precisely, are you trying to reach?"

-Seth Godin

It's pretty straightforward. We like it because it might be the most succinct way to convey the idea of segmentation.

"Segments must be Measurable, Substantial, Accessible, Differentiable, and Actionable.”

-Philip Kotler

There you have it, folks. These are the basic parameters of segmentation, from the textbook. If you don't really meet these requirements, you won't get the results you're looking for.

"Market segmentation is a natural result of the vast differences among people."

-Don Norman

It's true that different people have different needs and ways of thinking. It's up to you do identify the personas you want to reach and design a strategy that will get through. It's not always easy but a little effort goes a long way.

"The aim of marketing is to know the customer so well, the product or service fits them and sells itself."

-Peter Drucker

This applies to market research as much as it does to market segmentation. It's important to speak the segment's language, so to speak. With the resources you have, always make an effort to get it right.

"Selling to people who actually want to hear from you is more effective than interrupting strangers who don't"

-Seth Godin

This is a recurring message in marketing today. Never put all your eggs in the sales basket. If you have to force the sale, you're not doing it right! Your market should want to deal with you. All you need to do is reach them. That's where segmentation and advertising come into play.

At isoTree, we specialize in reaching the consumers who are looking for our clients' products and services. Learn more about what we do here.

David Kalla