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إن إدارة شركة …or organization or entrepreneurial venture is challenging.
In general, an entrepreneur identifies a competitive product or service, starts planning the business, and hires employees
who are a good fit for the business’s needs, and, of course, develops strategies for engaging with
الجمهور المستهدف.
Identifying customers’ defining characteristics is a complex task, but it is essential to the success of an organization or company. In
هذه الظروف يبرز تقسيم السوق Market Segmentation as an ideal resource for enhancing analytical processes
and decision-making.Now, let’s turn to the question:
ماذا يعني تقسيم السوق من الناحية العملية؟
هذه الاستراتيجية هي من التقنيات التي تساعد رائد الأعمال على التقرب من جمهوره المستهدف.
تقسيم السوق It is a strategy for examining the market as a whole and exploring all the
possibilities and opportunities it offers, then identifying the audience’s core characteristics and attributes. Based on all
of this, audience groups are created through research and analysis.
إن الأساس الذي يتم الاستناد عليه في الـ Market Segmentation is identifying shared traits and characteristics
among members of the target audience, which are then used to create segments or groups.
Each segment generally shares the audience’s features and preferences. Ultimately, consumers
who share a particular habit (or activity) are more likely to be interested in the same product—which could be yours!
When you divide the market into more homogeneous groups, you gain a more detailed understanding of the audience at the heart of
your strategies, helping you capture its attention and drive it to convert (take the action you want).
This segmentation, in turn, allows you to develop tailored strategies that can win customers through
أكثر فعالية.
.
نقاط هامة لتقسيم السوق Market segmentation
To segment and classify potential customers based on the shared interests of
individuals in each potential group, it’s important to focus on two points:
1- Conducting preliminary market analysis
2- Numbers are very important in market segmentation
.
1- Conducting preliminary market analysis
First and foremost, the product or service you offer in the market plays a primary and essential role in تقسيم السوق.
In this scenario, market dynamics also play a role in shaping some of the assumptions in
هذا التقسيم.
For example, if your company provides services, it’s essential to clarify the principle your business is based on: does it serve
شركات أخرى أي من الموديل B2B أو لخدمة المستهلك النهائي B2C ؟
عند دراسة السوقIt’s not enough to rely on intuition alone. You need to study the market and keep up with the latest developments
and emerging trends so you can make the most of them.
The next step is to study the market’s potential. When you see an opportunity in that market, you should identify it
and bring it up for discussion to assess its feasibility and potential, and estimate how many consumers might
share the same interest in the opportunity you’ve identified.
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2- Numbers are very important in market segmentation
Whatever field you want to work in, whether in a traditional market or online, it’s essential to try to
find out how many people are searching for concepts and topics related to the nature of your online business.
For example, if you sell winter clothing through an online store, it’s important
Find out how many people are searching online for terms such as “Winter clothing for 2019,”
“تنزيلات على الجواكيت الشتوية”، “طواقي شتوية من الصوف”، “لفحات من الحرير”…الخ
If you sell online courses—for example, courses that teach design—it's essential
أن تستخدم الأداة Google Trends لتتعرف على حجم الأبحاث التي تتعلق بعبارات مثل: “كورس فوتوشوب”،
“Design course,” “3D design course,” “Avatar design course,” “Design course
الإعلانات”…الخ
There are other tools you can use to identify the needs and preferences of your target audience,
منها SEMRush و مخطط الكلمات الرئيسية لجوجل Google Keyword Planner
With these figures at your fingertips, you can gain a deeper understanding of the characteristics and features available
في مجال ما.
A successful business is certainly one that can take advantage of a problem that hasn’t been adequately solved
for consumers (for example, not having the time to attend an institute to learn conversational English or French),
and try to offer them an alternative that brings greater satisfaction and works effectively in people’s lives.
وهذا يقودنا بالطبع إلى الحديث عن جودة المنتَج أو Quality. This is another point that should never be overlooked.
There’s naturally competition in the market, and weak offerings that fail to provide solutions and meet what
audiences want can easily fail.
That’s certainly not what you’re planning, right?
.
حقائق هامة عند تقسيم السوق Market segmentation ؟
1- إجراء البحث في السوق market research
لكي تفهم بشكل أفضل طلبات المستهلك، أنت بحاجة، قبل أي شيء، للتعرف عليه جيداً.
Do you know the best way to learn important details about your audience and what makes them unique? Ask them!
Asking your audience is an effective strategy for understanding their behavior, the problems they face, and what they prefer,
all of which helps you develop important strategies and make more informed decisions.
Research also helps you gather the varied, valuable information you need to create comprehensive plans, such as:
-The average income an individual earns that makes them willing to buy
-Their most important habits
-The average level of education
هذه البيانات تعمل على توجيه النهج، وتساعدك على إعداد تمثيل persona (the ideal customer for your business),
and make your brand resonate in customers’ lives.
If you find that the most suitable age group for your product is young people who are studying full-time,
it’s useful to recognize that this group does not have a high average income, and this directly affects
your product pricing policy.
On the other hand, young people have considerable influence over those around them, which can help your company achieve
excellent results, provided your strategies are sound, relevant, and informed by your market research.
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2- The company’s distinctive approach to the market
A company’s direct approach to the market is closely tied to research.
Based on insights and takeaways from the market, you can refine the elements that define your brand communications.
مع جمهورها.
For example, imagine your research reveals that your audience highly values brand transparency.
يشتري منها.
This insight matters to your business: it underscores the importance of communicating with your partners and suppliers
with complete transparency and clarity.
This approach can help your company align its responses and make them more valuable and useful, especially when
it is well coordinated.
In addition, a strong image for your company helps audiences engage with and recognize your brand more quickly, and strengthens any
business relationships that may arise—all of which creates fertile ground for higher financial returns.
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3- Target audience recognition of the brand
It’s important to acknowledge a simple truth: no matter how high-quality your product or service is, it won’t be able to appeal to everyone,
and there’s no need to worry or lose enthusiasm because of that.
There’s nothing wrong with focusing your strategies and business efforts on a specific customer segment. On the contrary,
this approach is essential for your business to grow and move forward, because it allows you to focus your efforts on the right people.
and those responsible for your business.
That’s why it’s important to study your audience carefully and segment them according to their preferences and interests, then develop
innovative, leading strategies to attract them and earn their approval, recognizing their requests and needs and showing your willingness to respond to
their questions and help them whenever they need it.
.
4- Consumer Behavior
It’s essential to take a deeper look at how customers consume products.
This criterion is related to the ability to conduct research, use data, and connect the pieces to apply them in strategies
the market, but they require a little extra work. When you understand your customers’ spending habits, you can develop
policies and processes.
This attention to detail makes all the difference in market segmentation. Getting to know your audience time and again helps you create
promotions and special terms that suit them.
If your audience is used to paying by credit card, why not make the most of this payment method
and offer it with your products? Or create a special package of benefits and perks for your loyal customers
for your brand?
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What are the benefits of market segmentation?
مما لا شك فيه أن تخصيص الوقت والجهد لإجراء الـ Market segmentations is a worthwhile strategy.
It helps you maximize results and informs future marketing strategies and relationships with your
audience.
The key benefits of audience segmentation are:
–Create marketing campaigns Tailored and effective, since the features and characteristics that distinguish each
segment have been identified and incorporated into the approach
- Reach an interested audience that’s ready to buy, since they come to you better qualified. This helps
shorten the purchasing cycle (the time needed to close deals and complete transactions), increasing
sales
- Expand into markets, strengthening the company’s strategies and improving customer acceptance of and response to its products
والخدمات، مما يزيد من جدوى الاستثمارات.
تذكّر أن الـ Market Segmentation not just a distinctive or supplementary strategy, but a core strategy
وضرورية تنبع من حاجة العمل التجاري لذلك.
Make sure you carry out this process in full, taking الحديث والتفاعل مع الجمهور نقطة الانطلاق
لك في كل شيء!
