We often get asked, “What is customer segmentation….?” alongside the follow-up question, “… and why do we need it?”.
Well, the key to successful marketing lies in understanding who your customers are and what makes them tick. It sounds obvious, but it is worth stating that the more you know about your customers, the deeper and more durable your relationship is likely to be with them. But, given the millions of people in the UK who could potentially be customers of yours (not to mention the billions in the world beyond), how is this achieved? Therefore, understanding customer segmentation is vital.
Marketing automation is vital for any business. If you’re considering growth and expansion, as most organisations are, you need a marketing plan that helps you to grow your bottom line. So, it is imperative to create marketing strategies to attract potential customers. To attract new customers, it is helpful to reach out to them at multiple points during the sales cycle – to gauge their interest, to nurture their curiosity, to peak their desire, and to encourage them to convert. The AIDA model springs to mind (Awareness, Interest, Desire, Action) when considering this process.