Audience segmentation is the process of creating unique groups of users based on specific criteria, such as:
- Pain points
- Content preferences
- Buying behaviors
What is an example of audience segmentation?
A news publisher, for instance, might create target audience segments of people who prefer content about politics, pop culture, finance, fashion, and tech. The publisher can then build customized content — such as email newsletter offerings and real-time push notifications — for each of these segments.
Why is audience segmentation important?
Audience segmentation is important because it can help publishers launch more cost-effective and engaging marketing campaigns. By dividing audiences into groups, marketers can better deliver experiences that are relevant to each segment’s behaviors and preferences. Publishers can also package those built-in audience segments and sell them to ad partners, inviting them to buy targeting inventory that meets their specific needs.
How does audience segmentation work?
Publishers can identify audience segments by collecting first-party data about their readers and subscribers. For example, they might launch surveys, create preference centers, or distribute sign-up forms. They can also streamline this process by using a marketing platform to automatically gather this data from across channels and build the right segments.