Segmentation - giving you advantages in the market

A normal person is confronted with more than 3 000 advertising messages every day. To sort out life, the brain needs structure. We select, sort, categorize and reject. Pairing and comparing. The brain only has room for a small number of brands in each industry, so it's important to find your place and reach the right target group with the right message. A clear and well-thought-out segmentation of the market is crucial today to reach and be top-of-mind with the right target groups.

Segmentation helps you find the right one

To maximize the impact of your communication efforts, you need to identify your target groups and find the messages that attract them. By dividing the market into smaller parts according to different variables, each segment can be treated individually both in terms of product design and marketing. Segmentation makes it possible to target different segments with tailored offers, pricing, performance, design and branding, all based on the same communication and product platform. It is not about pumping out content to a large number of people, but succeeding in adapting the communication so that the target group listens.

What is required of a segment?

To constitute a good segment, it is important that the group of potential buyers is similar in some respect, that they can be reached with a tailored offer and that it is considered large enough to be profitable. Here are some examples:

• Measurable - can the size, purchasing power and profile of the segment be adequately measured?
• Accessibility - can the segment be reached effectively with different communication efforts?
• Profitable - is the segment big enough and profitable enough to invest in?
• Adaptable - is it possible to implement activities and tailor solutions adapted to the segment?

Create personas

Personas is a method that involves creating fictional characters based on data about a particular customer segment or target audience. Using personas makes it easier to visualize the target group, its behaviour and interests, to make communication more effective. You build personas based on psychological, demographic and operational factors.

Long experience in segmentation

At Navigator, we have extensive experience of different types of segmentation assignments in a number of different markets, both national and international, and in a wide variety of industries. We help you structure the market, the messages and your offers in the right way. If you want to see examples of what we have done for companies in B2B, B2C and Healthcare, you should browse through our cases. You can find more inspiration and knowledge on our blog. Feel free to use the filter function to search your way around.