Marketing segmentation helps identify the shared traits of different segments of your audience. A company can use that knowledge to communicate to its audience in a personalized and authentic way.
For example, a mom-and-pop candy shop in Albany, New York, doesn’t need to spend money on a national Facebook ad campaign (unless its website has a national or international reach). A national company that sells suits performs marketing research and learns that a good portion of its customers are women who purchase suits for their husbands or sons. These are examples of segmenting audiences based on geography and demographics.
Psychographics refers to segmenting audiences based on more esoteric factors: lifestyle, social class, and the way someone wants to see themselves. For example, your online startup sells funky, luxury sunglasses aimed at urban, professional millennials who want to be seen as trendsetters.
Now we need to examine the last type of marketing segment: behavioral segmentation. What makes this particular type of segmentation so valuable?