Three Common Segmentation Strategies To Achieve Ads Goal

Ads is a good way to increase brand impression. However, not every ads can achieve marketing or sales goal. What's the problem?

The most common mistake is that brands want to target everyone. They hope to show their ads to everyone in everywhere, so they can reach as many potential customers as possible. 

Dream is beautiful, but the realistic is awful.

When brands create ads, one most critical step they always miss. That is segmentation. Without thinking of segmentation, it is hard to find the core target customer group. Actually, in order to achieve marketing goals, brands first need to figure out the common needs and desire of core target customers, then brands can create relative ads to drive target customers' attention.

What are the three common segmentation strategies?

No.1 Statistical Segmentation

Statistical segmentation is one of the most common and simple market segmentation strategies. It is segmented by specific customer characteristics, such as age, gender, income, education level, marriage status, and etc.

For example, for high-end skin care and cheap skin care products, there must have a very big different on age and income segments, so customer perceptions and attitudes in different segments are different, too.

No.2 Geographical Segmentation

Different places have different cultures, languages, and preferences. If brands want to promote in a new country or city, they need to create ad which can adapt the new culture. They need to use local language to create acceptable messages.

For example, Starbucks create unique ads to promote new drinks in different countries. In the U.S, everyone celebrates Christmas, so do Starbucks. Therefore, Starbucks promoted new drinks to celebrate holiday with Americans.

In China, Starbucks promotion is very different. They promoted thee new drinks that matches Chinese customer's tastes to celebrate Chinese New Year. The ad was written in Chinese, and the drink names were very creative and meaningful that matches Chinese culture. 

No.3 Psychological Segmentation

Psychological segmentation refers to subdividing a marketing based on the lifestyle and personality characteristics of customers.

For example, supplement can be promoted differently in different group. For customers who are gym fans, their main need is to build muscle. Therefore, the body building supplements ad always includes people who have strong muscle.

In contrast, if the supplement is targeting on moms, the ads will look very different. Moms want their babies to have good nutrition daily. Therefore, moms like to choose brands which are trustful. Therefore, a cute baby face and "The Trusted Source" will meet mom's psychological needs.

Overall, in order to create effective ads, brands must first find the core customer group by building main segments. Then, brands can write relative content to match each segment customer group's needs.