What is Segmentation?
In the world of marketing, the acronym STP is seen almost everywhere whether it be in your marketing courses in college, or in the professional world. In this case, I’l just be talking about the S, or segmentation.
Simply put, segmentation is when you take a large number of people, and start putting them into groups based on similar interests, behavioral patterns, and more. In marketing we also just call this segmenting. It’s a very important process in the marketing plan because without it, we wouldn’t know who we are even making this campaign for.
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Kids vs. Horror Movies
A great example I’ve always used since I started working in the entertainment industry is the differences between horror movies and kids movies, and how segmenting is very important when marketing one of these movies. When looking at kids movies, you’re more than likely going to be splitting up people into groups with characteristics that fall in line with a child, such as; ages under 13, likes to play with toys, electronics, in elementary school, etc.
When marketing horror movies now, it’s obviously important to create groups of people who are going to want to see a horror movie and not a kids movie. The characteristics of these groups could include: ages over 18, loves getting scared, thrillseekers, etc.
My point here is it’s important to understand what you’re making these groups, or segmentations for. They have to be aligned to the tone and message of what you’re trying to market.
Topic: Segmentation
