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Stay away from the masses! Learn to segment in digital marketing

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Stay away from the masses! Learn to segment in digital marketing

We have a hypothesis: Marketers who were born before the nineties have a chip in their heads that makes us crave the masses. We have a hard time shaking ourselves off it. We were born in the twilight of the era of Andy Warhol’s Fifteen Minutes of Fame and that is why we always believe that the popularity-sales relationship is directly proportional. Our mental equation is: the more people see or know us, the more we will sell. Sadly, for digital Poland Phone Number List, we are wrong.

Yes, increasing popularity may increase your chances of success; But from an advertising perspective, it also raises cost and waste of resources — because reaching reach is not cheap. That is why it is critical to segment in digital marketing . Showing yourself to someone who has no interest in what you offer is a waste of time and money; And it has more to do with the ego than with making smart business decisions. The mass-centric model is no longer profitable, so it’s time to shake it off so you can carve out a niche in the market.

Segment to optimize
Let’s start by agreeing on the concept. What is segmenting in digital marketing ? It is the strategic action that seeks to identify a group of individuals based on some variable (s) that turns them into a homogeneous universe – a utopia today, but we have to try. The objective is to find a niche with some characteristic that groups it – hopefully very small and with a high probability of buying your products or services – so that when you do digital advertising in it you have a high return with a small investment.

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To measure the impact of this concept, we propose a simple thought experiment: imagine that you are the owner of a business that sells accessories for urban bicycles and you are approached by three people who are organizing three different fairs in your city. The three of them want to sell you a stand so that you can show your accessories brand to attendees. The first tells you that your fair will be attended by 10,000 people between the ages of 13 and 65. The second affirms that 5,000 people between the ages of 25 and 45 and with sports interests will attend his event. And the third tells you that a thousand men, between 25 and 35 years old, will visit him and that they go to work by bicycle every day. Where would you put your stand? Where do you think you will sell more? We would do it at the third fair, without hesitation!

Well, digital advertising can be an ultra-specialized fair. The benefits of segmenting in digital marketing Whatever your offer, we can guarantee that most people are neither interested nor will they ever be. It’s a statistically irrefutable fact: no company has a universe of customers larger than half the population — well, realistically, there are a couple, but they are the exception. What is sought with segmentation is to remove these people so as not to waste gunpowder on buzzards. From what we have exposed so far, the benefits are tremendously obvious, but it is not enough to put them in clean. Segmentation in digital advertising is important for three reasons: savings, relevance and efficiency.

With segmentation you save because the universe of people to impact is reduced. Then, the amount to invest, necessary to cover them, will be less. Yes, we already know that in digital advertising there is not much talk about the cost per thousand or it is used as a metric to charge, but the matter still falls off its weight: you will not require the same money to reach one hundred thousand than to reach two one thousand. By segmenting in digital Forex Email List you will achieve relevance, because you will expose your offer only to people with close interests in your products or services. Do you sell baby clothes? Well, women with children are more likely to buy from you than women in general. A no-brainer! But there are those who prefer to make noise. Those who want their brand to be famous for all people – so those people will never buy from them.

Finally, with segmentation you will be more effective —you will obtain a greater return on your small investment— because your message will be shown to few people but with a high probability of purchase. Marvelous! The 10 principles for effective digital advertising. Let’s work on a basic and accurate methodology to do effective digital advertising that attracts customers and real sales to businesses. The 10 principles for effective digital advertising Let’s work on a basic and accurate methodology to do effective digital advertising that attracts customers and real sales to businesses.

The best methodology to segment in digital marketing The digital world atomized the masses and showed us the power of segmentation for advertising. We marketers learned that today it is not worth trying to attract everyone. That is a waste of time and money. Therefore, we strive to discover the characteristics and motivations of our potential buyers; to leverage that information to fine-tune actions and increase their efficiency. Who is that potential buyer? Well, the people who perfectly adapt to what you offer to the market. A little revealing answer, but very clear. As a marketer, you must assimilate that to be competent. And the assimilation of that concept should force you to focus your marketing actions specifically on those people at the right time. The match between a marketing action , a potential buyer, a good promotional channel and the right moment is the highest peak in marketing – that’s our adaptation of a phrase that Al Ries said a couple of years ago.

Now, how do you discover the characteristics and motivations of potential buyers before activating an advertising effort? The correct answer is: with market research. But we all know that this is expensive and has high difficulty and delay; therefore, we have to look for alternatives. The most popular of all is the creation and improvement of one or more person buyers who, although they are characters taken from our imagination and with little statistical support, over time can be perfected and reach levels close to what is obtained with market research. .

How to create a buyer persona to segment in digital marketing
There are many techniques, there are even tools available on the internet to make it easy , but we like to do it our way. That is why we designed a simple process a couple of years ago —that does not mean it is simple— that is made up of four steps: demographic analysis, psychographic analysis, analysis of consumption habits and analysis of the customer’s profile. After these four stages, you will get a very detailed buyer persona to start your advertising actions in the digital world with a sniper scope. Next, we review the steps one by one:

Demographic analysis
The first step in the process of creating a buyer persona to segment in digital marketing is to describe all the details of your demographics. And we talk about describing, because that is what should be done. Personal buyers who look like a resume in Minerva format contribute little for creative development and for the delimitation of audiences for advertising purposes, that is why our recommendation will always be: describe in detail – at first it may seem irrelevant, but in the end it will be a treasure-. The demographic description process consists of five sections: the person, their origin, their educational history, their work environment and their social environment.

Describing the person is our first challenge. It is the simplest of all, because we only ask ourselves: what is his name, what is his gender, how old is he, what does he look like physically and what socioeconomic segment does he belong to. With these five data we get a clear idea of ​​the type of individual that we will look for with digital advertising. The next step is to understand its origin; And for that we answer: where it was born, where it lives —because it is perfectly possible that the archetype is born in one area, but inhabits another— and what is its preferred environment. The origin shows us clues of the type of individual he is. Then, we detail their academic training and their professional and work projection. In this third point we ask ourselves: what did you want to study, what did you study, where did you study, what is your educational level, where have you worked, where do you work and what do you professionally aspire to? Finally, we intend to understand your immediate social environment. To achieve this we answer: how is your family made up and what are the most relevant characteristics of your parents, your siblings, your partner and your friends.

Everything that is a behavior, an interest or a habit should be described in this space. Here it is convenient to talk about many topics, such as: entertainment – what do you do in your spare time, what books do you read, what series you follow, what music you prefer, what movies do you watch, how often you do it, how you do it; his relationship with technology – what type of devices he uses, how attached he is to them, how adept he is at technology – the places he frequents – where he travels to vacation or rest, to which restaurants he goes, where he has fun -; your pets – do you have one, several or none? what are your eating and sports habits; what kind of platforms in the digital world do you use, how often and at what times; and many more aspects that give us a clear idea of ​​your interests and motivations.

The trends in digital advertising that will save you money. Let’s delve into the eight trends in digital advertising that mark today and tomorrow, find their key points and optimize business results. The trends in digital advertising that will save you money Let’s delve into the eight trends in digital advertising that mark today and tomorrow, find their key points and optimize business results. Analysis of consumption habits In this third step of the process of building a buyer persona, we ask ourselves: how is the archetype related to the market, to the business category and to your products or services? —A very important question to segment in digital marketing .

The appropriate thing at this stage is to start by understanding the closeness that exists or could exist between the archetype and your business. Ask yourself if he knows you, if his environment knows you, if he follows you on social networks, if he has ever bought from you or if his acquaintances have done so. Then, explore their relationship with the category a bit, check if they use the type of product or service you offer, which of your competitors they follow or buy from, and how often they consume the products or services in your category. Finally, review your consumption habits: what other products do you buy, what are your favorite brands, where do you prefer to buy and what is your purchasing power.

The goal here is not to get to know the person or their interests — that’s what we did in the first two steps. In this phase, the focus is to get to know the consumer. Customer profile analysis The inputs to segment in digital marketing will be complete when you understand the decision-making process of your buyer persona. The work will be finished when you assimilate what your buyer needs you to solve for them, when you learn what frustrates them when they buy the products or services in your category and when you know what makes them happy when they consume or use what you sell them.

To overcome this final stage we use a powerful methodology that we learned with the book Designing the value proposition—Written by Alexander Osterwalder, Yves Pigneur, Gregory Bernarda, and Alan Smith. The name of the methodology is “customer profile” and it is made up of three elements: the customer’s jobs, the customer’s frustrations, and the customer’s joys. We require ourselves to write a minimum of three statements for each item of the methodology. The client jobs describe the things people want to solve, from most important to least. Customer frustrations describe what bothers them before, during, or after trying to solve each of the jobs — again, prioritizing them from the most extreme to the least. And in the joys of the client the results and benefits that people want are noted — also in order, from most essential to least.

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