Marketing Consulting on Customer Segmentation Aberdeen

This page provides relevant content and local businesses that can help with your search for information on Marketing Consulting on Customer Segmentation. You will find informative articles about Marketing Consulting on Customer Segmentation, including "Segmenting Your Customers - Uncovering Hidden Value". Below you will also find local businesses that may provide the products or services you are looking for. Please scroll down to find the local resources in Aberdeen that can help answer your questions about Marketing Consulting on Customer Segmentation.

Arriba
01224 581427
61 Albury Place
Aberdeen

Data Provided by:
D2 Marketing
01224 267080
1 Rubislaw Place
Aberdeen

Data Provided by:
J D M Marketing Associates
01224 624674
27 Craigie Park
Aberdeen

Data Provided by:
R & A Consulting Uk Ltd
01224 662248
79 Hutcheon Low Place
Aberdeen

Data Provided by:
Canny Communications
01224 733881
Ashbrook House
Aberdeen

Data Provided by:
Maxmarketing
01224 649494
18 Albert Street
Aberdeen

Data Provided by:
Michael A Inglis
01224 200333
3 Camperdown Road
Aberdeen

Data Provided by:
Rees Marketing
01224 494370
20 Chanonry
Aberdeen

Data Provided by:
One Accord Marketing
01224 823261
42 Balgownie Way
Aberdeen

Data Provided by:
Westhill Marketing
01224 742598
Westhill Business Centre Endeavour Drive
Westhill

Data Provided by:
Data Provided by:

Segmenting Your Customers - Uncovering Hidden Value

Although markets consist of customers with similar needs, customers still differ in many ways, such as the benefits wanted, how price sensitive they are, and the quantity and frequency with which they make purchases.

Therefore segmentation is the process of dividing customers within a market into distinct groups based on these differences.
 
The process works in the following way:

  • Segment your customers into distinct groups based on past actions or preferences

  • Develop a relevant communication strategy with each group

  • Position your various products or services in a way to appeal to each group
  •  
    For example, you may separate people based on average spend, how recently they made a purchase, or how often they make purchases. When segmenting your database remember the following advice:
     
    • Make groups the right size – too large and they won’t be focused enough, too small and it won’t be worth going to the effort to target them.

    • Have enough groups to suit your requirements.

    • Ensure that each group is different and distinct – without this you’ll be unable to develop unique offerings for each group.
     
    If you have a database of members you may want to divide your database into those people who are current members, those who have been members at some point in the past, and those who have some connection but have never become a member.
     
    Having segmented your database you can use the data to develop distinct marketing strategies for each group based around:
     
    • Direct mail
    • Individualised email marketing communications
    • Product development
     
    The aim is to move people down the marketing funnel : prospects to customers, customers to repeat customers, and repeat customers to high-value customers.
     
    For example, you could send a membership offer to people who were members in the past, inviting them back for a special free trial. Always individualise communications, as Marilyn Latham is the Marketing Manager for Lyris Technologies highlights:
     
    "Sending out a single email message to every address in your database whenever you wanted is so 20th Century now!"
    To your most loyal customers you could send out a voucher along with 5 discount vouchers for their friends. This will further strengthen their loyalty and as you know that they’re likely to have a positive opinion of your company they&rs...

    Click here to read the rest of this article from Marketing Minefield