Marketing Segmentation

Market Segmentation is the division of the market or population into groups with similar buying preferences and characteristics. Commonly used features for segmentation include:

  • geographic differences
  • personality differences
  • demographic differences
  • use of product differences
  • psychographic differences

Businesses can use multiple digital marketing channels to target a particular segment.

AdWords PPC – text and display:

1. Network choice
– Search & Display Network
– Search Network only
– Display Network only

2. Device
– desktop & laptops
– mobile devices
– tablets

3. Operating system (available for mobile targeted campaigns)
4. Device models (available for mobile targeted campaigns)
5. Operator and Wi-Fi (available for mobile targeted campaigns)
6. Location
7. Languages
8. Demographic targeting (age, gender, parental status) – Display Network only
9. Interests, Topics – Display Network only
10. Placements (sites you want your advertising appear on) – Display Network only
11. Re-marketing lists
12. Scheduling – days of the week, hours.

AdWords PPC Video ads(youtube and other display network websites):

1. Demographic targeting (age, gender, parental status)
2. Topics
3. Interests
4. Placements
5. Keywords
6. Re-marketing lists

Facebook:

1. Location
2. Demographics
3. Interests
4. Behaviours
5. Connections
6. Custom built audiences
7. Lookalike audiences

Bing:

1. Geographical location
2. Day of the week
3. Time of day
4. Gender and age
5. Device

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