What is marketing segmentation?

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Marketing segmentation is an essential strategy for companies looking to reach their target audience more effectively. By understanding consumer needs, preferences and behaviors, marketers can put in place a plan (of attack!) to achieve more relevant and meaningful results.

According to a study carried out by Epsilon, companies that successfully implement customer segmentation can increase their sales by between 10% and 30%.

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Defining marketing segmentation

Marketing segmentation can be defined as the process of dividing the market into homogeneous groups of consumers with similar characteristics. This enables marketers to better understand the different segments of their target audience and tailor their strategies to meet the specific needs of each segment.

Marketing segmentation has become increasingly important in an environment where consumers are increasingly demanding and looking for personalized experiences. By understanding their customers' demographic, geographic and behavioral criteria, marketers can create targeted messages and compelling offers that resonate with their audience.

Advantages of marketing segmentation

Marketing segmentation offers many advantages to companies that adopt it. Here are some of the main advantages:

Improved targeting and personalization

By segmenting the market, marketers can better target their audience: this increases the relevance of offers and communications, resulting in greater receptiveness and conversion of prospects into customers.

Better understanding of customers

Marketing segmentation enables companies to better understand their customers by identifying their common characteristics: this helps create detailed profiles of each segment, facilitating informed decision-making when designing marketing strategies.

Increase loyalty and customer relations

When customers feel understood and their needs are met in a personalized way, they tend to be more loyal to the brand. Marketing segmentation helps develop stronger relationships with customers. This is symbolized by greater retention and reduced churn.

Marketing segmentation process

The marketing segmentation process involves several key steps:

  1. Data collection and analysis: Data on existing and potential customers, such as demographics, purchasing behavior and preferences.
  1. Identifying market segments: By analyzing data, marketers can identify consumer groups within the audience with similar characteristics and behaviors.
  1. Developing marketing strategies: Once segments have been identified, marketers devise strategies tailored to each group, using specific messages and communication channels.
  1. Implementation and evaluation: Marketing segmentation strategies are implemented and monitored to measure their effectiveness. Adjustments are made, if necessary, to optimize results.

Effective marketing segmentation strategies

To ensure that your marketing segmentation is a success every time, here are a few effective strategies to consider:

Development of buyer personas

Buyer personas are fictional representations of the ideal customers for each segment. They help to understand the needs, preferences and motivations of each group, making it easier to create tailored messages and offers.

Market research

Market research enables us to gather in-depth information on consumers, their buying behavior and preferences. This research helps refine segments and identify new opportunities.

Use of customer data and analysis

Customer data and analytics provide valuable information for understanding consumer behavior and preferences. The use of advanced analysis tools provides in-depth information for each segment.

These analysis tools include Google Analytics and Adobe Analytics.

Creation of personalized marketing messages

Using segmentation information, marketers can create personalized messages that resonate with each target group. Personalization increases engagement and the chances of conversion and retention for each segment.

Marketing segmentation challenges

While marketing segmentation is a powerful strategy, it can also present certain challenges.

Limited resources

Implementing marketing segmentation may require additional resources in terms of budget, time and personnel. Significant resources are required to carry out in-depth segmentation before personalized actions can be implemented.

Data accuracy and reliability

Marketing segmentation relies on accurate and reliable data. However, data collection and analysis can sometimes be subject to errors or gaps, which can compromise the relevance and effectiveness of segmentation.

Over- or under-segmentation

Over-segmentation can lead to dispersion of resources and excessive complexity, while under-segmentation can lead to a loss of opportunities for personalization and precise targeting. The right balance in segmentation equals a successful marketing strategy.

Examples of successful marketing segmentation

To illustrate the effectiveness of marketing segmentation, here are two examples of successful campaigns:

Case study 1: Company A's targeted advertising campaign

Company A used demographic and behavioral segmentation to target young urban professionals interested in travel. It developed personalized ads for different segments, highlighting travel offers tailored to their specific interests. The campaign achieved a high conversion rate and increased sales.

Case study 2: Personalized e-mail marketing for company B

Company B has an online store and no time to maintain its customer relations. For its emailing campaign, it uses Kiliba software, which automates and personalizes the sending of emails.

Kiliba connects to the online store to segment customers according to their behavior on the site or following a purchase, and send personalized e-mails. The data collected via the store will help identify the best time to send for each customer, while managing marketing pressure according to the segment. Using the data collected, Kiliba accompanies its emails with one or more recommended products based on each segment's previous purchases.

To go even further, Kiliba has developed in-house AI thanks to predictive algorithms that enrich the information for each segment/customer.

Kiliba has helped to meet Company B's objectives, increasing its email open rate, click-through rate and sales generated by the email campaigns carried out, thereby improving its customer relations.

Future trends in marketing segmentation

Marketing segmentation will continue to evolve as technology and consumer expectations advance. Here are some future trends you can already take into account:

  • Artificial intelligence and machine learning : The use of AI and machine learning will enable more advanced and precise segmentation by analyzing large quantities of data in real time.
  • Hyper-personalization and real-time marketing: Consumers increasingly expect personalized experiences in real time. Marketing segmentation plays a key role in delivering highly personalized content and offers, tailored to the specific needs of each individual.
  • Engagement-based segmentations: Companies could adopt segmentations based on customer engagement, taking into account interactions, comments and behaviors on online platforms.
  • Contextual personalization: Personalization will not be limited to demographic or behavioral criteria, but will also take into account the specific context in which the consumer finds himself. This will enable messages to be tailored to geographic location, time of day or special events.


Marketing segmentation is an essential approach for companies seeking to maximize their impact with their target audience. By understanding consumer needs and behaviors, marketers can strategically tailor their efforts, resulting in greater receptivity and conversion of prospects into customers. Marketing segmentation requires in-depth data analysis and thoughtful implementation, but the results are well worth the effort. All work deserves reward!

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