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The Proper Use of Segmentation in Mature Marketing

If you’ve read Dot Boom: Marketing to Baby Boomers through Meaningful Online Engagement, you know that we follow a philosophy of developmental relationship marketing (DRM) here at Immersion Active. DRM means building your marketing efforts by focusing on the core needs that, as humans, we all share. By focusing on shared core needs, rather than typical demographically-divided segments, your campaign casts a broader net and is more likely to connect with a larger audience.

For example, one of Immersion Active’s clients manufactures and sells wooden caskets hand-made by Trappist monks. When we develop campaigns for this client, we focus on consumers’ relationship needs with their faith and their purpose needs to both give back and return to a more simplistic life. This approach allows us to:

  • Limit the number of varieties of creative
  • Improve conversion rates
  • Deliver a more powerful, coherent presentation of the client’s brand

Because we adhere to DRM, we don’t just segment our audiences by income, employment status, home ownership, or marital state. And, in fact, in Dot Boom, we make a strong argument against such simplistic segmentation.

Segmentation is far from dead though and can be a powerful ally in the pursuit of conversion optimization. Especially in today’s online marketing world, analytics and big data have created new opportunities to leverage segmentation that can significantly improve your campaign’s effectiveness—segmentation based on data-based insights and consumers’ behaviors.

These types of segmentation typically fall into two categories: behavioral and psychographic. Behavioral segmentation means tailoring your marketing efforts to specific groups that are based on the consumers’ knowledge of, attitude towards, usage rate, or response to a product and its advertising. Using psychographic segmentation, you group consumers based on their activities, interests, and opinions, as well as how they spend their leisure time and to which external influences they seem most responsive. Psychographic information can often be obtained or supplemented through the use of data appends and consumer profiling.

When you combine behavioral and psychographic segmentation, you gain a powerful tool to move your audience through the sales funnel to conversion. The ability to target unique value propositions, calls-to-action, conversion opportunities, even creative, channel, and timing, to match the consumers’ engagement level can allow you to exponentially increase the effectiveness of your advertising dollars and improve both your immediate and long-term ROI.

Adapting your advertising based on how a consumer interacts with your campaign isn’t something new—advertisers have been doing it for years. However, here at Immersion Active, we’ve found that the combination of using DRM to make an emotional connection to consumers’ core needs and leveraging behavioral and psychographic segmentation to hone our campaigns and move consumers to conversion provides a powerful one-two punch that delivers exceptional ROI again and again.

For more information on DRM as it relates to a specific mature audience, check out my post on Connecting to the Needs of Pre-Retirees.

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