The trade secret in marketing is now a well-known fact that behind every successful campaign is a well strategized user segmentation. Getting to know your customers is the first step in deciding on the positioning of the product or a service and contributes heavily in designing relevant advertisements across all platforms. With a world that is moving at warp speed at every front, consumers are getting fickle-minded and becoming extremely particular about their desires. For marketers to adapt to these needs, they need to be able to reach their customers effectively.
User segmentation is the key to success here.
As you would know segmentation involves a process of creating a group of customers with homogeneity of any sort such as – age, gender, behavior, psychographics, demographics, etc. This process helps the marketer reach out to this group of customers effectively by being able to create strategies, allocate funds effectively, target their needs and wants and much more.
Enter ShepHertz App42 Marketing Automation. A lot of tools today help you segment your users but what sets App42 MA apart is the level of deep diving you can do and how much you can play around with the user and activity attributes.
Let us consider an example where a hyperlocal grocery marketer wishes to target all females that are aged 35, follow IPL regularly and love ordering Bixxie cookies (don’t mind googling this 🙂 ).
The Indian Premiere League as we know is the most anticipated and celebrated sport event in India. Who is watching? Followed by everyone, regardless of age, gender or social class, IPL 2018 has beaten search trends even for the 2015 World cup!
Termed as the big fat Indian Festival, marketers try to leverage this event to push growth, revenue and brand of their product/services using IPL related ad campaigns, hooks or discounts.
Let me show you how the segment mentioned above can be created in App42 MA so that you can see for yourself how you can create endless combinations of segmentations for your marketing campaigns:
We start with giving name to the segment we would create, and then proceed to the following three important steps:
- Target Audience
- Target Audience
Amongst various possible attributes to be chosen from as displayed below in the drop-down window, we choose gender as female:
Since we wish to target all 35-year-old females, the birth year specifically needs to be 1983 and we need to go ahead with the AND option so that the segment combines both these conditions together.
The last step to achieve the target audience is to select the geographic location of the customer which requires their country and city. Here we decide to target to our user base residing only in Mumbai.
To segment further, the behaviour of the customers – the 35-year-old females who are from Mumbai, India, we need to feed in her behavioural details on the app in order to target her most efficiently.
We wish to target the females who have purchased Bixxie cookies 3 or more times. The picture below shows how the details must be fed in:
As the females we are targeting must follow IPL, in order to understand that through their behaviour on the app, these are the steps we will undertake.
Their habit of selecting the IPL May’18 Banner in the cookie section of the app more than twice indicates their interest in IPL and Bixxie cookies. This behaviour needs to be fed in the segmenting procedure and will be monitored henceforth.
The last step in segmenting your audience is to understand what channel they are using – specific device software related information that will help you target them. As they will be using your app on their hand-held devices, we specify operating systems and versions of them as displayed below
In order to be sure that your segmenting process has covered all the aspects you desired, you can also checkout the detailed summary of the details you have fed in. It will help you double check your segmentation and be done!
As you can see, the entire process is so self-explanatory and easy to use, you probably do not even require directions. The summary window helps you ensure you are reaching the roots of the segment you desire and can conduct further effective processes to launch your campaigns across multiple channels such as push notifications, in-app messages, emails and SMS.
You can check our segmentation out yourself, just click here to get started.
We are always reachable at firstname.lastname@example.org for any kind of suggestions or queries.