3 Reasons Why Market Segmentation Is Essential For Corporates

Posted by PurviDalvi on February 17th, 2021

Before the advent of technology, companies believed in advertising their products and services on billboards, radio advertisements, TV commercials, and full-page magazine ads for capturing attention. They did not have any specific target of consumers based on their age, gender, location, and other factors. They had to rely on these sources’ responses and grow with whatever they could manage to earn. Nowadays, there are many digital platforms customised to meet the requirements of each firm.

These platforms help in market segmentation, which is a reality for firms to leverage tools for achieving their targets. Mass marketing methods still exist, but these undifferentiated campaigns leave many desires when it concerns global advertising. People are more likely to engage and appreciate brands that dedicate time towards personalising their ads with special offers. It divides a broad target population into smaller groups or subsets with similar needs, interests, preferences, and characteristics.

Since the target customers are unique individuals with various needs and preferences, there is no one-size-fits-all solution when marketing to them. Use marketing intelligence to develop personalised, highly appealing advertising campaigns for each one. Segmentation marketing exists to serve one primary purpose, i.e., increase the Return on Investment (ROI). Through customer segmentation and personalised marketing campaigns, companies reduce the risk of running campaigns to uninterested consumers. It focuses resources on more ROI-producing efforts.

Here are three reasons explaining why it is essential for firms:


Increased competitiveness and market expansion: By concentrating on a specific subset of prospects, a firm’s competitiveness in a market segment increases. For example, focusing primarily on retired seniors, putting the majority of the time and resources into them, brand recall and loyalty will also increase. The market share will also increase with segmentation based on the geographical location of the country and area.

Improved time and money: Launching marketing campaigns designed explicitly for distinct groups allows firms to prioritise customer segments that may actively engage and convert. By focusing conversion efforts on them, instead of spreading resources evenly across all groups, time and money are used more efficiently.

Building better relationships and retaining customers: By continually learning more about the customers to match their needs, and serve them better, get to know them. Improved relationships make it harder for them to leave, leading to excellent customer retention. As firms use customer segmentation to follow their changing circumstances, like age, families, jobs, interests, change in buying patterns, etc., they can continue to market to them efficiently. Likewise, they can retain customers who might otherwise switch to competitors.

Qualitative data is the data that approximates and characterises. Firms can observe and record the results. This data type is non-numerical, and the collection involves observations, one-to-one interviews, conducting focus groups, and similar methods. Firms can use several qualitative data analysis methods, including content analysis, narrative analysis, discourse analysis, and grounded theory.

It is the most critical component of research. Choose the method carefully to get insightful and actionable findings.