Kev Ua Lag Luam Uas Zoo: Vim Li Cas Koj Yuav Tsum Hloov Seem Hom Tshuaj mus rau kev ua kom tiav & Tshaj Tawm

hom segmentation

With high volumes of data created across multiple marketing channels, brands are challenged to organize and active the right data assets to maximize cross-channel performance. To better understand your target audience, drive more sales, and reduce marketing waste, you need to dlhos koj hom segmentation nrog rau kev ua kom digital thiab qhia.

Koj yuav tsum dlhos qhov yog vim li cas lawv yuav nrog tus uas uas yuav (cov neeg nyeem ntu) rau lub dab tsi (kev paub) thiab yuav ua li cas (digital activation) kom tag nrho koj cov dag zog ntawm tus tib nplooj ntawv.

The key reason for this alignment is to increase efficiencies and synchronize your efforts so that each element is working in correlation with the other. Knowing what audience to target determines what marketing initiatives you should use to engage them, which in turn directs you to the right insights to improve your segmentation. It's a cycle that is interrelated and symbiotic.

Segmentation directs koj lub tswv yim

Segmentation is making sure the right message -> gets to the right buyer -> at the right time. It's also a great deal more economically efficient than mass marketing. By segmenting high-performing users you will increase engagement with current users to drive more value from your audiences. Aligning your segmentation with the activation strategy is key.

By gaining an understanding of consumer behavior you have the insights needed to increase conversions. Segmentation is the tool that helps you analyze aggregates of consumers that share common characteristics.

Los ntawm hom phiaj ntu uas muaj qhov zoo tshaj plaws los mus koom nrog, koj tuaj yeem tsim kho kom muaj txiaj ntsig kev lag luam uas zoo dua rau cov neeg siv khoom xav tau thiab thaum kawg txhawb kev sib hloov.

5 lub ntsiab ntawm feem ntu zoo tshaj yuav tsum yog

  1. Ntsuas - raws qhov loj me, kev yuav khoom lub zog, thiab ntu ntu
  2. Hauv Luag - ntawm ib qhov tseem ceeb hnyav uas tau muaj txiaj ntsig
  3. Siv tau - ib qho uas tuaj yeem ncav cuag tau yooj yim
  4. Sib txawv - nws yog qhov txawv ntawm lwm tus los
  5. Kev nqis tes ua - uas ua rau kom tsim tau cov phiaj xwm / phiaj xwm zoo

To segment markets properly, you need to divide them into distinct groups with specific needs, characteristics, or behaviors which require separate products or marketing mixes. It's key to activate the audience segments you have identified across the entire digital ecosystem.

Koj lub hom phiaj segmentation yuav tsum tau tsim ntawm lub hauv paus ntawm

  • Cov neeg tau txais kev pab twg yuav teb tau zoo rau koj cov hom
  • Dab tsi feem ntau hais txog tus neeg yuav khoom qhov kev xav tau thiab kev mob siab
  • Qhov twg cov neeg siv khoom nyob hauv qhov kev yuav khoom
  • Cov yam ntxwv muaj txiaj ntsig uas txuas rau KPIs xws li qhov loj thiab kev lag luam
  • Yooj yim ntawm persona (profile) cov cim
  • Ua tau nyob rau hauv hom phiaj (raws li peev nyiaj txiag, peev txheej, thiab kev txiav txim siab siv tswv yim) thiab lub peev xwm loj hlob tsis tu ncua ntawm ntu

Koj yuav tsum nkag siab txog kev yuav coj tus cwj pwm ntawm txhua ntu thiab txhim kho cov neeg siv khoom (ntawm kev sojntsuam thiab taug qab cov ntaub ntawv nplua nuj lub vev xaib).

  • Koj yuav tsum pib nrog ib hom tshuaj ntsuam xyuas DNA kom thiaj li ntsuas tau qhov ua tau zoo / tsis muaj zog ntawm lub hom
  • Ntu los txheeb cov pawg phiaj tsom mus rau
  • Txheeb xyuas lub hom phiaj tseem ceeb thiab qib siab
  • Tsim hom khoom lag luam
  • Txhawb lub hom phiaj kom cuam tshuam nrog lub hom tau txais txiaj ntsig

Muaj koj lawm segmented koj lub hom phiaj cov neeg tuaj saib, you should be looking for the influencers, brand ambassadors, evangelists, and advocates. Using these individuals or groups, you can maximize the efficiency of brand activation and increase response rates.

Segmentation drives txuag kev ua kom zoo

Txhawm rau kom ua tau zoo ntawm kev tswj hwm lub hom phiaj thiab ua tiav / khaws koj cov txiaj ntsig kev sib tw thiab nce kev sib pauv, koj yuav tsum ua kom haum cov kab segmentation, xa xov, thiab ua kom rov ua haujlwm.

Ntse segmenting koj hom thiab dlhos nws nrog ua kom nce:

  • To top ntawm lub siab khiav
  • Hom zoo li
  • Kev yuav khoom lag luam

Making use your CRM and third-party data sources, you can segment your audiences and help plan activation. By identifying your best customers, you can focus on the best media to reach them and the best message to engage them.

When you're planning your marketing activities you have to keep segmentation in mind so you can determine which elements to include in your marketing mix. The right mix of marketing activities and vehicles is closely linked to the behaviors of the target audience.

Market segmentation and building a differentiated value proposition are two of marketing's most powerful tools for guiding a marketing strategy. It clearly identifies which consumer targets will generate the highest return in conversions and provides a better view of how to best reach and engage them.

Once you've figured out segmentation, you can align it with activation. Brand activation involves bringing a brand to life in the marketplace. It's about delivering brand growth by using all channel opportunities to connect with consumers and deepen their experiences/relationships with your brand. You need to:

  • Hloov hom phiaj lag luam mus rau cov phiaj xwm dej num tshiab
  • Tsim kev lag luam ua ke nrog kev sib ze nrog cov neeg siv khoom
  • Ua cov neeg siv khoom siv kev ua kom muaj zog
  • Tsav hom pom kev zoo thiab channel muaj
  • Soj ntsuam kev tsim kho hauv kev lag luam thiab khoom lag luam

Establishing an emotional or rational attachment between consumers and your brand to foster the engagement is paramount. This is aligned with how you craft perceptions and behaviors in relation to your company.

Kev qhia hais tawm xov xwm muab tswv yim zoo rau koj ua ntu zus

Cov ntawv tshaj tawm uas tau ua raws li ntu feem pab muab kev nkag siab uas xav tau los qhia rau cov txheej txheem kev lag luam thiab qhia kev tsim phiaj xwm.

Aligning segments to reporting, allows you to determine which segments are most profitable so you can increase targeting efficiency. This strategy provides you with a more accurate picture of which individual segments contribute to your ROI, which ones require greater attention and more resources, and which to eliminate.

Dlhos kev sib npaug sib txawv

Koj qhov kev sib tw dhau los yog nyob ntawm koj nrhiav cov neeg mloog kom raug rau koj cov khoom / kev pabcuam, tom qab ntawd tau txais cov lus zoo rau lawv.

Segmentation is the tool to help achieve this, but unless it is targeted with the right marketing mix, you are wasting efficiency and cutting into your margins. The vast store of data you have must be used to determine both who to talk to and how to reach them effectively to drive engagement. Once you have mus raws li kev cais cais rau kev ua kom zoo, thiab tawm ntawm cov lus ceeb toom sib npaug kom muaj kev nkag siab, tom qab ntawd koj thaum kawg muaj qhov kev paub koj xav tau kom hloov pauv hloov kho tau zoo.

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