What Are Innovative Ways to Segment Audiences for Campaigns?

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    Marketer Focus

    What Are Innovative Ways to Segment Audiences for Campaigns?

    In the quest to tailor marketing campaigns for maximum impact, we sought insights from professionals who excel in audience segmentation. From a Google Ads Professional's targeted psychographic segmentation to a CEO's fitness activity-driven approach, discover five unique segmentation strategies and their outcomes.

    • Targeted Psychographic Segmentation
    • Engagement-Based Email Segmentation
    • Segment by Content Interaction
    • Personalized Birthday Campaigns
    • Fitness Activity-Driven Segmentation

    Targeted Psychographic Segmentation

    A unique approach to audience segmentation involved a digital marketing campaign for a travel agency that specialized in eco-friendly vacations. Instead of traditional demographic or geographic segmentation, the campaign focused on psychographic segmentation, targeting individuals based on their values, attitudes, and lifestyle choices related to environmental sustainability and responsible travel.

    The campaign achieved higher click-through rates and conversions compared to previous campaigns that used more conventional segmentation methods. Additionally, the travel agency saw an increase in brand loyalty and customer retention among this segment, as they effectively communicated values that resonated deeply with their audience.

    John Cammidge
    John CammidgeGoogle Ads Professional, John Cammidge

    Engagement-Based Email Segmentation

    We use segmentation for our email campaigns. The segmentation is based on users who are currently engaged with our marketing. Based on recent content they've engaged with, we dynamically display content that is the most relevant to them, while also being considerate of their needs and pain points.

    Taking this targeted, individual approach has been phenomenal for us: we've seen double-digit growth in activity from these email recipients, and a 5% increase in conversions year over year. Customers have also commented that they appreciate being marketed to in this way.

    Wayne Pashley
    Wayne PashleyCRM Manager, Netflights

    Segment by Content Interaction

    We once segmented our audience based on their level of engagement with our how-to content. We identified viewers who not only watched but also interacted by asking questions or providing feedback.

    By targeting this group with advanced tutorials and exclusive webinars, we saw a 30% increase in engagement and a 15% uptick in conversions for our more sophisticated products.

    These individuals became brand advocates, amplifying our message organically. It was a clear win-win: They received content that matched their interests and expertise, and we built a loyal, engaged community.

    Casey Jones
    Casey JonesFounder, Head of Marketing, CJ&CO

    Personalized Birthday Campaigns

    Birthdays! We believe that birthdays are the perfect opportunity to make our clients feel extra special. So, we've created a dedicated birthday segment, ensuring that our clients receive a personalized touch on their special day.

    Diane Howard
    Diane HowardRN and Founder, Esthetic Finesse

    Fitness Activity-Driven Segmentation

    We segmented our audience based on their fitness activities (e.g., yoga enthusiasts, runners, gym-goers) for a targeted athleisure wear campaign. By tailoring our messaging and product recommendations to each group's specific needs and preferences, we saw a significant increase in engagement and conversion rates, demonstrating the power of precise audience segmentation in driving relevant and effective marketing efforts.

    Nicolas Krauss
    Nicolas KraussFounder and CEO, dasFlow Custom Sublimation Apparel