What is microsegmentation?

With the advent of web 2.0, marketing 2.0 was born, which allows companies to carry out very specific, personalized and precise segmentations. Gone are the mass messages addressed to large audiences; now it is possible to personalize the communication, adapting the contents to the specific needs of each user. For this reason, micro-segmentation has become an increasingly used practice in the strategies of digital marketing due to the good results obtained with it.

DEFINITION

In marketing terms, segmentation consists of dividing a market into groups of buyers that share one or more common characteristics. For its part, the micro-segmentation It is an advanced form of segmentation that groups buyers into very specific segments within various niche markets.

By identifying the micro-segments, a company can develop more direct and personalized marketing campaigns, focused on the interests, desires and needs of each of the groups or individuals that make up the micro-segment. In this way, the objective of micro-segmentation is to determine which marketing actions will have the greatest impact on each set of clients and potential clients.

ADVANTAGES OF MICROSEGMENTATION FOR THE DIGITAL MARKETING STRATEGY

  • Allows you to locate homogeneous groups of customers or potential customers who have similar purchasing behavior or needs.

  • It is conceivable to design and elaborate promotions and offers for each of the micro-segments, and to personalize the messages as much as possible.

  • It helps the company to improve its products or services, since it adjusts them to the particular needs of each group.

  • It allows reaching a group of clients who are not part of a representative critical mass and who previously went unnoticed by the company's marketing strategies.

  • It helps create valuable content for each segment, significantly improving the inbound marketing strategy.

  • It allows selecting the most suitable keywords to position the product or service in the search engines and with this, these are found more easily by the potential client.

  • Marketing strategies will be less expensive thanks to techniques such as SEO or SEM.

  • It allows to carry out more effective SEM campaigns with an increase in the CTR (click through rate). This will help to improve the position in the Adwords results ordering algorithm, at no cost.

  • It allows to increase the conversion ratio, increase in leads, sales and loyalty.

Microsegmentation and the "long tail"

Micro-segmentation refers to the business model of long tail or long tail. A concept coined in 2004 by Chris Anderson: journalist, writer, physicist, speaker, and editor for Wired magazine. This demystifies traditional models such as the Pareto Principle (a classic in economics and marketing); in which it is postulated that the products to be sold are those with the highest turnover (the most popular or mainstream).

The kind of Long tail turns the mass market into a niche market, since it bases its effectiveness on selling fewer units of more things. In other words, it focuses its attention on selling a larger number of products with lower sales volume. This occurs because more and more consumers prefer to purchase "niche" products or services. That is to say, more specific and that better satisfy their needs or interests, than products for mass audiences.

According to the above, companies must design and prepare varied offers for customers based on the capture of minority sales. In digital terms, they have to be able to identify and choose those keywords or keywords that express the needs of these niches; being the micro-segmentation the fundamental step to position in search engines.