Segmentation is just putting customers or prospects into distinct groups based on … well, something.
When people talk about segmentation, they’re usually talking about one of these:
Demographic segmentation establishes groups based on WHO PEOPLE ARE — age, gender, income, hair color, etc.
Behavioral segmentation establishes groups based on WHAT PEOPLE DO — what they buy, where they click, how often they visit, etc.
Unfortunately, neither of these tells you WHY people do what they do. You can stick all the blondes together, or all the rich people, but that doesn’t mean being blonde or rich drives purchase. And lots of people buy the same product — but you don’t know why they bought it.
In marketing, knowing WHY can make all the difference.
Attitudinal segmentation reveals WHY.
Respondents are grouped based on what’s most important to them in choosing a company in your category — allowing you to tailor your marketing to their specific needs.
Attitudinal segmentation insights can drive customer growth, engagement and loyalty for your clients. They can also help your agency make more money.
Better Personas with Less Effort
No more guessing. We’ll give you reliable insight into your client’s segments, their motivations, their demographics and which messages matter most to them. You’ll have 90% of what you need to create compelling, accurate personas, and develop them in a fraction of the time.
More Effective Messaging
We’ll tell you which messages work for all segments, which work for specific segments, and which don’t work for anybody. All you’ll need to do is tweak the copy.
Armed with a detailed understanding of the motivations of target audience segments, as well as the messages most likely to engage them, you can substantiate the need for new initiatives — segmented email campaigns, landing pages, pay-per-click advertising, more relevant search engine optimization efforts, and other tactics that can increase your agency’s level of engagement with your client.
Clients want results. Basing your marketing recommendations on statistically reliable insights ensures that your initiatives are more likely to be successful. Successful marketing makes clients love their agencies.
Click here to see a case study of our work, and hear from the agency and their client about the Audience Audit experience.
- Build better strategy
- Drive client loyalty
- Win new business
- Make more money
To read more about why attitudinal segmentation is important, how it works and how your clients can benefit, download our “Why Audience Audit” whitepaper.