The importance of audience segmentation in digital marketing

In any advertising campaign, the answers to 2 main questions must be clear: What am I selling? And to whom am I selling it? Without these, it is impossible to have the foundation for a successful campaign.

What is the audience?

We must consider that concept as the target audience to which we want to expose our ad. For example: if we sell food for small dogs with grain intolerance, our general audience is dog owners, and more specifically those who have small breeds that fit these conditions.

Why should we segment the audience in our campaigns?

Although in the example above it may seem simple to target ads, it is important to understand that proper targeting allows us to maximize the use of budgets.

Taking advantage of the same example above, we could define that our customers should be people close to the store, and set a reasonable range of kilometers around for the acquisition of the product. We can also review characteristics of our current clientele and note if there is a majority in the gender of the owners, brands, presentations and others.

The more finely we can separate the audiences, the better chances of success we will have, that is why we must devote time and study to generate audiences in the different channels of Internet advertising.

Main errors when segmenting an audience

• Not taking into account gender and age parameters.
• Not previously defining the isochrones of the business.
• Use very general ads with very defined segmentations, showing a lack of personalization of messages.
• Use very specific ads for more general targeting.
• Do not use the advanced behavioral tools offered by ad platforms.
• Do not make adjustments to segmentation as results are seen.

How to determine the audience?

With the above information, we only need to learn how to define our audiences. Usually you have a general one for your company, and then generate more specific ones according to business units, behaviors, channels and seasonalities.

To do this, it is necessary to combine the data generated by your sales, by the digital behaviors of your customers and, of course, industry analysis. This analysis must come from a previously developed marketing plan.

If you need this advice, Click Digital Marketing offers you not only the elaboration of campaigns in social networks such as Facebook, Instagram and LinkedIn, but also in Google Ads and mass mailings. If you do not have a marketing plan we can help you with the development of one that allows you not only to define the audience for future campaigns, but also market niches, opportunities and others.

Contact us at today and learn more.