Segmentación conductual - R Marketing Digital

Behavioral Segmentation Concept

What is Behavioral Segmentation?

Behavioral Segmentation is a method of separating the audience that tries to divide groups of people based on their attitudes, the knowledge they have and the uses they give to a product, as well as the solution that it generates. in the first contact.

This concept is widely applied within marketing, since it is something that allows us to know the different types of audience that exist, as well as see which is the most appropriate to choose as a target when launching a product or service. Knowing this in advance helps define the strategy to follow both commercially and advertising.

When choosing consumer segments, the following aspects can be paid attention to:

Benefits: Buyers can be grouped based on the benefits they want from the product in question.
Frequency of use: equivalently, what we find here are users that can be classified as occasional, medium or intensive depending on how much they use the product or service.
Occasions: grouping consumers according to the occasions in which they try the idea of making the purchase is feasible.
Fame: first-time users, regular users, former users, potential or non-users are other valid categories.
Loyalty: different audiences can be detected based on their loyalty to a brand. Some may be totally loyal, while others may turn to as many

What is Behavioral Segmentation for?

Behavioral Segmentation serves so that a company can catalog and order the different types of audience it has to see who and how it should target its advertising campaigns when marketing certain products or services it offers.

It is something that helps to increase the ROI of the marketing initiatives that are carried out and, especially, to avoid that they are an absolute disaster. Knowing both the buyer and the feasible buyer is crucial for any company, since it must define its strategies based on that, without forgetting other aspects that may also be interesting.

Without a doubt, this segmentation is of vital utility for any business, large, small or medium.

Examples of Behavioral Segmentation

To give examples of Behavioral Segmentation we are going to pose a situation. In our digital marketing agency, NeoAttack, we can have clients of all kinds. From large companies looking for a new website to companies that want to strengthen their presence through positioning. We intend to promote the latter, our SEO work, making it known to new users and, for this, we launched an advertising campaign.

Now, before making it and defining it, we have to assess what kind of users it will be aimed at. Do we turn to people who have already tried our services and could repeat, to consumers who have never had services of this type? Both doubts are clear examples of this type of segmentation, more particularly, reputation.