Marketers will also segment based on audience’s behaviour, usage, preference, choices and decision making. This type of segmentation is an interesting strategy for hearing healthcare. The segments are usually divided based on their knowledge of the product and or usage of the product. Marketing people believe that knowledge of a product and its use affects the buying decision of an individual. Traditionally, the audience can is segmented into:
- Those who know about a product
- Those who don’t know about a product
- Potential users
- Current Users
- First-time users
If you consider and segment your database in this way, it can afford opportunities to tailor specific messages for each segment. This type of segmentation also allows you to plan a particular process of communication, which may help you to move people through the sales process.
In general marketing circles, psychographic segmentation divides the audience by their personality, lifestyle and attitude. They believe that character and lifestyle can influence consumer buying behaviour.
This is a slightly tricky one. However, if considered intelligently it can help you with your message customisation. For instance, if you use labels such as open, progressive, techy, they can be cross-referenced in your filtering. This type of segmentation will allow you to customise any product message better and it will allow you to target your communications better.
For instance, there is little point sending a communication about a new product that is focused on direct connection to mobile phones to a customer who is technophobic. Nor is there any point in communicating the in-depth control that a new system delivers over their hearing to them either.
For people like that, communications about automatic devices and wear and forget are better targeted. Understanding their psychographic segmentation allows you to deliver this.
Segmentation is Key to Success
Your database is the source of your success, and you need to manage it carefully and intelligently. Intelligent segmentation will allow you to tailor marketing messages to reach specific target groups better. In doing so, you can expect a better return on investment.
That is why we have ensured that you have access to twenty customisable data fields that you can easily set and manipulate for search filtering and communication.
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