When you are looking to improve the effectiveness of your marketing, segmentation should always be one of your first ports of call. Market segmentation is a marketing term that refers to aggregating prospective buyers into groups or segments with common needs and who respond similarly to a marketing action. It enables companies to target different categories of consumers who perceive different values to products and services. It can help to define and better understand the target audiences and ideal customers. There are four main methods of market segmentation, they are: demographic segmentation, behavioural segmentation, geographic segmentation and psychographic segmentation. It offers many benefits to marketers, publishers and others as it improves campaign performance, informs product development, reveal areas to expand, improves business focus and also informs other business decisions.

Aparika Sharma

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