{"id":7241,"date":"2023-07-12T09:30:31","date_gmt":"2023-07-12T09:30:31","guid":{"rendered":"https:\/\/scallent.com\/?p=7241"},"modified":"2023-07-12T09:30:44","modified_gmt":"2023-07-12T09:30:44","slug":"the-importance-of-segmentation-in-inbound-marketing","status":"publish","type":"post","link":"https:\/\/scallent.com\/en\/posts\/the-importance-of-segmentation-in-inbound-marketing\/","title":{"rendered":"The importance of segmentation in inbound marketing"},"content":{"rendered":"

[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column width=”1\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-xs”][vc_single_image image=”6688″ alignment=”center”][vc_column_text]<\/p>\n

In\u00eas Tito
\n<\/strong>Copywriter<\/span><\/h6>\n

[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-xs”][vc_column_text]Every day, we are bombarded with unsolicited advertisements for products and services that do not interest us. Brands that adopt such an intrusive strategy make us feel like we are just a number.<\/strong><\/p>\n

Eventually, we turn away and look for brands that make us feel unique. After all, who doesn’t like to feel special?<\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column width=”1\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_single_image image=”6688″ alignment=”center”][vc_column_text]<\/p>\n

In\u00eas Tito
\n<\/strong>Copywriter<\/span><\/h6>\n

[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_column_text]Every day, we are bombarded with unsolicited advertisements for products and services that do not interest us. Brands that adopt such an intrusive strategy make us feel like we are just a number.<\/strong><\/p>\n

Eventually, we turn away and look for brands that make us feel unique. After all, who doesn’t like to feel special?<\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Differentiating the target audience to better understand customers has proven to be a successful strategy. Therefore, issues such as segmentation and personalization of marketing campaigns play a key role.\u00a0<\/span><\/p>\n

Do you want to build customer loyalty? Let’s see how segmentation in inbound marketing can help you.<\/span><\/p>\n

Inbound vs. Outbound marketing<\/b><\/h2>\n

Over the last hundred years, society has undergone dramatic changes that have affected our perception of the world. The same has happened with marketing.<\/span><\/p>\n

As society has evolved, new methods to promote products and services have emerged. Originally, brands relied on traditional outbound marketing strategies consisting of newspaper and radio adverts or direct customer contact.<\/span><\/p>\n

\"\"Source: Georgia Exhibits, Coca-Cola advert published in a newspaper in the early 20th century<\/em><\/span><\/h6>\n

 <\/p>\n

However, this customer demand has lost its effectiveness. The wide range of products and services on offer, as well as their excessive promotion, has changed customer perception. Therefore, it has become imperative to find new ways to attract the customer without harassing them.<\/span><\/p>\n

Thus, inbound marketing strategies emerged. The goal is to attract and engage the customer through content that interests them and promotes brand discovery. The methods are varied and, these days, the internet is the place where everyone wants to be.<\/span><\/p>\n

How to attract customers in the digital world? Through customer segmentation and an effective content strategy!<\/span><\/p>\n

“Divide and conquer”<\/b><\/h2>\n

Julius Caesar was unaware of the existence of marketing. However, his premise fits like a glove!<\/span>
\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=”2\/3″][vc_column_text]Julius Caesar was unaware of the existence of marketing. However, his premise fits like a glove!<\/span><\/p>\n

Customer segmentation is a way of dividing the target audience into small groups that have common characteristics such as age, gender, behavior or interests. In this way, marketers develop more relevant and effective campaigns.<\/span><\/p>\n

Through customer segmentation, brands can improve the effectiveness of their message, promote the personalization of their campaigns and raise the quality of customer service.<\/span>[\/vc_column_text][\/vc_column][vc_column width=”1\/3″][vc_column_text]<\/p>\n

\"\"Source: <\/span>Freepik<\/span><\/i><\/h6>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]This does not mean that we are labelling customers. It’s about learning more about their preferences to deliver content that interests them. This personalisation approach gives companies a competitive edge and allows them to generate better quality leads.\u00a0<\/span><\/p>\n

That’s why brands usually use one (or more) methods to segment their target audience based on common characteristics:<\/span><\/p>\n