What is Macro and Micro-Segmentation?
With the arrival of web 2.0, marketing 2.0 was born, which allows companies to make very specific, personalized, and precise segmentations. Gone are the mass messages addressed to large audiences; it is now possible to customize the communication, adapting the contents to the specific needs of each user. For this reason, micro-segmentation has become a practice increasingly used in digital marketing strategies due to the good results obtained with it.
Macro Segmentation – Definition
The definition of the field of activity of a company delimited through the implementation of the product – market concept, and this notion analyzed at different levels of aggregation gives us the possibility of applying the macro segmentation methodology
The premises detailed below are the foundations on which this interpretation based:
- Every product or service corresponds, from the consumer, with the supply of an essential function, which in turn is related to a generic need.
- This primary function can be supplied or satisfied by the producers or manufacturers through different products – satisfiers made with different productive technologies, or by alternative technical combinations. These various production possibilities of the primary function allow the existence of products with diverse attributes that provide distinct comparative advantages in satisfying similar needs.
- There are groups of customers or segments that seek specific qualities and prefer the products that best suit their needs.
The notion of product-market allows detecting in the market the strategic segment or strategic area.
Micro-Segmentation – Definition
In terms of marketing, segmentation consists of the division of a market into groups of buyers that share one or more common characteristics. For its part, what is micro segmentation? It is an advanced form of segmentation that groups buyers into particular segments within several market niches.
By identifying micro-segments, a company can develop more direct and personalized marketing campaigns, focused on the interests, desires, and needs of each of the groups or individuals that make up the micro-segments. In this way, the objective of micro-segmentation is to determine which marketing actions will have the most significant impact on each set of clients and potential clients.
Once the extensive partitioning or macro segmentation in market-products has been carried out, a more detailed and detailed analysis of the homogeneous partial segments or assemblies that integrate them becomes necessary.
This more particularized study aims to detect characteristics mainly referred to as consumers, as well as the perceptual qualities that allow differentiating products in the concept of potential buyers.
The objective of network micro-segmentation is to highlight these aspects and investigate how many and which of them are familiar to as many customers as possible, to have a group that constitutes an affordable phase from the purpose of reading of business and economic interest.
For segmentation to be useful from a practical point of view, the variable (s) with which it operated must have certain qualities that allow obtaining valuable results. These qualities can group according to the following criteria.
1. Homogeneity – The segmentation criterion chosen allows a grouping based on similar characteristics.
2. Relevance – The variable (s) used to partition the market make logical sense.
3. Measurability – You should not have a high degree of difficulty in your measurement.
4. Accessibility – The chosen variable is readily available
5. Sustainability – The market partition must result in segments that justify the investment in the development of a product.
What is Macro and Micro-Segmentation marketing?
It is a market division of reference in products-market (large segments that have general criteria and generally do not present significant differences between them).
This segmentation process is of strategic importance for the company as it leads to defining its field of activity and identifying the key factors to control to consolidate in these objective markets in which it wishes to compete.
Marketing Segmentation developed:
This Segmentation can be:
- Macro-Segmentation, and
- Micro-Segmentation
Market segmentation is used by companies to separate the target audience with which they wish to work. The technique consists of defining the marketing strategy by identifying the target market.
Segmenting this market means dividing it so that consumers grouped according to a series of characteristics, needs or preferences. It is essential, a segment has people with homogeneous factors and these depend on the objective of segmentation.
This separation into groups of consumers allows the company to identify and privilege one or more segments according to a range of objectives or products.
The segmentation process requires that the criteria that affect or influence purchasing decisions identified. There are various segmentation criteria: social, geographic, demographic, economic, social, lifestyle and many others.
Usually, in market segmentation, it is necessary to address several of the criteria to guide the marketing actions to follow. The more aspects used to characterize an audience, the easier it will be to develop a marketing strategy.
There is no way to think about segmenting a target audience without knowing what characteristics it needs to have for the strategy to be correctly defined.
Market research or study needs to contemplate an objective such as creating a product, optimizing the concept of a brand or another that has strategic relevance.
Market segmentation is one of the pillars of Marketing!
