How Can You Use Psychology in Marketing?
11 August، 2021
How Brand Management Affects Your Company’s Results
11 August، 2021
Choosing and presenting the right product to the right consumer is the key to business success. To achieve this,
business owners—including e-commerce entrepreneurs—need to understand their target market and the characteristics of the audience
they want to reach. This makes market segmentation
essential for increasing profits. A failed market segmentation strategy can lead to poor targeting, which makes
it difficult to achieve the desired success.
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Understanding Market Segmentation
Market segmentation, also known as market division, is a marketing strategy aimed at reaching groups
identified customer groups with shared characteristics, in order to provide products that meet their needs. This is done by dividing the target audience
into homogeneous consumer segments or groups, whether they are reached through e-commerce
أو التقليدية.
In essence, market segmentation is the process of breaking a single consumer market into smaller markets whose members share
similar desires and preferences. This makes targeting customers with tailored ads essential, rather than
running broad, imprecisely targeted campaigns that may reach people who are not interested.
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Benefits of Market Segmentation
Market segmentation is crucial for accurately targeting consumers, which helps strengthen
The size of the organization’s operations and brand. The importance of market segmentation can be summarized as follows:
- Better understanding market needs وهو ما يمكّن من اختيار أنجح الطرق في الوصول إليه
and improve audience engagement and their experience with your business.
- Generating higher returns and reducing wasted spending والاستثمارات التي توجه نحو العميل الخطأ، الذي لا يعنيه
The marketed product.
-Reach new markets And consider offering and developing products tailored specifically to these markets.
-Expand your potential customer base أي أن يحصل منتجك على فرصة الظهور والمنافسة في أسواق جديدة.
-Retain customers and earn their loyalty By responding precisely to their needs, you strengthen their satisfaction
and increase their loyalty and retention rate.
- Brand Differentiation فالغرض من تقسيم السوق ليس فقط الوصول إلى قطاع محدد، ولكن أيضًا للسماح
your customers to see the true value of your brand through marketing that speaks to them.
-تركيز الجهود فتجزئة السوق ومعرفة الحاجيات الحقيقية للعملاء يعزز إمكانية البحث والتطوير الخاص بك
to meet those needs. At the same time, waste on targeted marketing and planning is reduced.
بشكل خاطئ.
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A successful example of market segmentation is Coca-Cola’s approach to beverages. Coca-Cola uses a strategy
of market segmentation to strengthen its competitiveness and generate more profit. In segmenting the market, the company focuses on
demographic and behavioral factors. Demographically, the company’s products appear to be aimed at people around the world
but in fact, they primarily target young people and adults, focusing on the largest demographic group
of potential customers worldwide. As for family size, the company offers different deals, which have come to be known as
The family offer refers to large bottles at an economical price.
In terms of psychographic and behavioral segmentation, the company offers solutions tailored to different psychological and personality traits.
It is committed to providing products for different groups, including attractively designed packaging for young people and sugar-free drinks.
For people following certain diets, all of this has helped Coca-Cola maintain a strong brand. Market segmentation has helped it
ensure customer satisfaction by providing suitable goods and services for different social classes.
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Types of Market Segmentation
Market segmentation is not arbitrary; rather, it is based on a set of criteria and principles that lead to improved
Targeting customers and achieving the best results through market research. Accordingly, market segmentation can be based
on four main customer segmentation models used in any marketing plan:
Geographic Segmentation
Geographic segmentation is the simplest form of market segmentation, classifying customers according to their geographic area
—continent, country, city, union, and so on. Customers in these areas are then targeted with products
suited to the nature of the geographic area they belong to.
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Demographic Segmentation
Demographic segmentation is one of the most widely used types of market segmentation. It divides the market based on
A set of criteria such as income, age, gender, and education level, among others, helps achieve better
audience targeting. For example, telecommunications companies can offer different deals, each designed to appeal
to the preferences of a particular segment.
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Behavioral Segmentation
Behavioral segmentation focuses on customer behavior and responses, aiming to address small groups of
consumers who share attitudes and psychological characteristics. This enables brand owners to make better use of
their resources.
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التقسيم النفسي
Companies study consumers’ lifestyles, personalities, opinions, habits, and activities to better understand their needs
This is known as marketing psychology, which is widely used in market segmentation. For example, someone who is passionate
about the outdoors and camping will be interested in owning shoes and clothing suited to their hobby and activities, unlike someone who prefers to spend
most of their time at home.
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مستويات السوق
تفيد دراسة السوق in identifying its levels and estimating the number of potential customers they can reach while planning
a direct targeting campaign based on a market segmentation strategy. Accordingly, we can distinguish between four
Market levels:
- Potential market: هو ذلك الجزء من السوق الذي من المتوقع دخوله والمنافسة على حصة منه، غير أنه
it is impossible to address this type of market without segmenting it, as it includes heterogeneous customers with differing needs.
و توجهاتهم.
-السوق المتاح: يمثل جزءًا من السوق المحتمل، يتجلى أساسًا في كل العملاء الذين تتوفر فيهم شروط الإقبال
new products, such as having purchasing power and being open to trying a new product, whether they enter the market to compete for
its share or to promote a new product.
- Target market: يمثل بدوره جزءًا من السوق المتاح، يشمل كل العملاء الذين بمقدور الشركة توفير
This is the group the company focuses its efforts on reaching and targeting.
- Penetrated market: يتجلى في حصة السوق التي نجح استهدافها وتم التمكن من إيصال المنتجات
and services to them after the market segmentation process has been completed successfully.
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Steps for Market Segmentation
As we noted earlier, market segmentation must not be arbitrary or random; it must be
carefully structured to achieve the best results. With this in mind, every marketer must respect the requirements of market
segmentation, which include:
- Conduct market research to understand consumers’ aspirations and needs
It would be pointless to run advertising campaigns targeting a consumer market that has no need for the products and services
being offered. For example, it would make no sense to market wool clothing in a region where temperatures are high.
طيلة السنة.
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- Identify the target market based on one of the criteria and principles mentioned above
Defining the market helps focus efforts on a specific, clearly defined market segment. In the example mentioned earlier,
the clothing company could define its target segment using demographic criteria, for example, focusing on
young people of all genders, which means offering products specifically suited to this group.
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- Develop forecasts by considering the possibilities of success and failure
The less competition there is, the greater the chances of success. In general, however, the market should not be approached with unbridled optimism.
Instead, every possible outcome should be considered. The clothing company should understand the level of competition
it will face, which requires assessing the scale and nature of that competition.
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- Choose the appropriate marketing strategy
In e-commerce, for example, paid ads and online stores are among the best ways to target
customers, but of course, they’re not the only ones.
An example of market segmentation
The telecommunications sector is one of the strongest sectors of the economy today, and telecom companies could not have succeeded
without relying on market segmentation. This strategy has enabled them to create a range of offers
for different groups, each tailored to a specific market segment. For example, young people may be looking for a plan or offer
that provides internet access, whereas someone who is illiterate may be more drawn to offers that provide
Longer phone calls.
To better understand market segmentation, we can use restaurants as an example. They offer a variety of meals to suit
all age groups, regardless of their standard of living or cultural background, allowing them to target the widest possible audience and
ultimately generate more transactions and higher revenue.
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