Microsegmentation: the new way to success?
Posted: Thu Jan 23, 2025 6:57 am
In a market as saturated and competitive as the current one, many entrepreneurs are finding a space thanks to microsegmentation . Such is the case of Shared Practices , a business that focuses on recently graduated dentists to provide them with the tools they need to start their first clinic, or Design Cuts , which offers quality resources and tools to web designers at very competitive prices.
What is microsegmentation?
Microsegmentation involves dividing your target audience into smaller groups that share a certain characteristic and/or common need . The goal is to find the best way to engage armenia mobile phone number data with those consumers and meet their needs, while maximizing their value to your business.
The secret is that these market segments do not usually represent a significant volume for large companies, so they tend to be an unserved niche. However, since they have an unmet need and are often willing to consume tailor-made products or services and even pay more for them, they represent an interesting market share for small and medium-sized companies that are willing to develop a personalized marketing strategy and look for a sector where there is less competition.
What is the difference between traditional segmentation and microsegmentation?
There are different segmentation strategies, but in a general sense we can refer to two main types: microsegmentation and macrosegmentation. The difference between the two lies in the level of granularity required by each . While macrosegmentation divides the audience using general demographic data, such as gender, age, language or city, microsegmentation uses much more specific variables, such as preferred products, purchasing habits or interests.
As a result, groups in a macro- or micro-segmentation strategy differ in size and homogeneity . Macro-segmentation creates larger segments with a higher level of heterogeneity, making it more difficult to personalize messages, products, and/or services. In contrast, micro-segmentation creates smaller groups with greater homogeneity, making it easier to personalize marketing and sales strategies.
The benefits of microsegmentation for SMEs
Identify and meet the needs of a specific market segment. With a market study you can detect unserved niches and delve deeper into their needs and demands, discovering untapped business opportunities to create tailor-made products and/or services.
Personalize your marketing strategy. Having an accurate profile of your buyer persona will allow you to design and implement more specific marketing strategies , which increases their relevance and effectiveness, improving the return on investment.
Make better use of resources. With microsegmentation, you can better understand the characteristics and demands of your buyer persona to define your business priorities and allocate resources more efficiently, in order to achieve the objectives you have set.
Facilitate brand positioning. Microsegmentation will allow you to stand out from your competitors, positioning yourself in the Top of Mind of the consumer. And the more your brand positioning improves , the more your company will grow, becoming a benchmark in the sector.
Increase loyalty rates. Providing products and/or services with a higher level of customization will improve your customers' satisfaction, increase their identification with your brand, and help you build customer loyalty.
What is microsegmentation?
Microsegmentation involves dividing your target audience into smaller groups that share a certain characteristic and/or common need . The goal is to find the best way to engage armenia mobile phone number data with those consumers and meet their needs, while maximizing their value to your business.
The secret is that these market segments do not usually represent a significant volume for large companies, so they tend to be an unserved niche. However, since they have an unmet need and are often willing to consume tailor-made products or services and even pay more for them, they represent an interesting market share for small and medium-sized companies that are willing to develop a personalized marketing strategy and look for a sector where there is less competition.
What is the difference between traditional segmentation and microsegmentation?
There are different segmentation strategies, but in a general sense we can refer to two main types: microsegmentation and macrosegmentation. The difference between the two lies in the level of granularity required by each . While macrosegmentation divides the audience using general demographic data, such as gender, age, language or city, microsegmentation uses much more specific variables, such as preferred products, purchasing habits or interests.
As a result, groups in a macro- or micro-segmentation strategy differ in size and homogeneity . Macro-segmentation creates larger segments with a higher level of heterogeneity, making it more difficult to personalize messages, products, and/or services. In contrast, micro-segmentation creates smaller groups with greater homogeneity, making it easier to personalize marketing and sales strategies.
The benefits of microsegmentation for SMEs
Identify and meet the needs of a specific market segment. With a market study you can detect unserved niches and delve deeper into their needs and demands, discovering untapped business opportunities to create tailor-made products and/or services.
Personalize your marketing strategy. Having an accurate profile of your buyer persona will allow you to design and implement more specific marketing strategies , which increases their relevance and effectiveness, improving the return on investment.
Make better use of resources. With microsegmentation, you can better understand the characteristics and demands of your buyer persona to define your business priorities and allocate resources more efficiently, in order to achieve the objectives you have set.
Facilitate brand positioning. Microsegmentation will allow you to stand out from your competitors, positioning yourself in the Top of Mind of the consumer. And the more your brand positioning improves , the more your company will grow, becoming a benchmark in the sector.
Increase loyalty rates. Providing products and/or services with a higher level of customization will improve your customers' satisfaction, increase their identification with your brand, and help you build customer loyalty.