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4 Ways Audience Segmentation is Integral to Your Mobile Marketing Strategy

Subharun Mukherjee 18+ years of experience leading product strategy, Go-To-Market (GTM), new market entry, value-based sales, analyst relations, and customer experience programs. Expertise in Financial Services, eCommerce, on-demand services, and the SaaS industry.
4 Ways Audience Segmentation is Integral to Your Mobile Marketing Strategy

For most people, mobile devices are an integral part of everyday life. And as a result, mobile has also become a significant means for companies to reach out to consumers. And yet, as marketing moves ever deeper into the decentralized, mobile environment, it’s never been more important to have a firm handle on who you’re reaching out to. A successful mobile marketing strategy demands that you build the customer’s experience around their personal context, preferences, and goals. That’s why audience segmentation strategies are key to creating truly effective marketing campaign.
Take, for example, the casual dating app HUD. The company quickly came to recognize that a standalone mobile experience is a vital component of a successful mobile marketing strategy. But to optimize their mobile-first approach, they needed insights into real-time user behavior, app installs, activations, and engagement. How could a dating app possibly be successful in today’s competitive climate without a personalized approach? After all, dating is a very personal experience!
With the help of CleverTap, HUD boosted retention by 20%. They gained insight into what their users like and do and which parts of the service appeal to them most. With that information in hand, they now effectively segment their audience for a personalized marketing approach.

HUD dating app push notification, persuading a user to return to the app

HUD dating app push notification, persuading a user to return to the app

HUD gained success by gathering data and practicing audience segmentation techniques. But how can you implement this strategy in your own campaigns? And why should you? Let’s look at four reasons why segmentation can boost your sales and subscriptions.

1. Audience Segmentation Makes It Easy to Know Your Customers

Audience segmentation is all about recognizing that people are individuals with varying needs. The challenge for most businesses is that mobile audiences are constantly changing. Consumer needs evolve with technology and trends. How does a business keep up and stay relevant?
Audience segmentation lets you manage a complex range of user data accurately and efficiently. It is the key to mobilizing data points and driving engagement and revenue. It turns every individual interaction at every contact point into a strategic and accurate exchange.
Audience segmentation can occur on many levels and will depend on your product, service, or industry. The most common approaches to categorize potential consumers for on-point marketing are:

  • Location. This includes the country, state, city, and perhaps even suburb where the individual lives or works. You can facilitate this approach with the geographic mobile data that users input into apps such as Facebook or a device’s GPS signal at the time of use.
  • Demographic. This includes (but is not limited to) age, race, gender, income, and family stage. For example, you might target “female users aged 30 to 40 who make over $100,000 annually.”
  • Behavior. Behavioral segmentation analyses how users engage on their phones. This includes how much time they spend and the types of activities they do—such as gaming, shopping, or social media surfing.
  • Interests. As opposed to behavior, psychographic segmentation focuses on customers’ interests and values. Users may frequent sports-specific content, gardening apps, or spend significant time engaging in news content.
  • Technology. Knowing the approximate device specs of your user’s device helps you adapt content for optimal display and viewing and minimize interruptions.
Illustration of ways to segment your audience. Drawing of a pie chart, a funnel, leading to a notifications on a phone and on a laptop.

Audience segmentation can occur on many levels and will depend on your product, service, or industry.

2. Deliver Personalized Marketing Campaigns to the Right Audience

Audience segmentation is only useful when practically applied throughout your marketing. There are various strategies to run personalized mobile marketing campaigns. With in-app notifications and SMS, you can nudge your targeted segment to take specific actions. You can also direct them towards features and products that are likely to interest them.
At the most basic level, include a user’s name in your communications and sync the notification with their time zone. Further, you can personalize the product selections and promotions according to user preferences, interests, and past behavior. If Jane loves running, send her a coupon for a new pair of running shoes from your catalog. You can also personalize featured products on her account to complement previous purchases.
In addition, you can use audience segmentation to exclude certain audiences from campaigns. Consumers who keep receiving irrelevant marketing will remove your app. Besides being annoying, it’s also a waste of time. These consumers won’t see your business as a brand that has anything to offer them. Filter campaigns strategically so that every user feels attended to.

3. Audience Segmentation Makes Mobile Marketing Automation More Efficient

Mobile marketing automation drastically reduces the marketer’s workload by performing tasks that are too time-consuming to do manually. You can implement it to assist with almost anything, from personalization to notifications and analytics. But while mobile marketing automation already significantly simplifies and improves your marketing endeavors, audience segmentation amplifies its power.
The beauty of mobile channels is that they allow you to engage with users in real time. By combining segmentation and automation, you can take full advantage of these real-time opportunities. For example, your automation platform can trigger real-time communications when a first-time user installs and opens your app. You might send a series of onboarding messages to familiarize them with the app’s functionality and encourage ongoing use.
You can also monitor messaging and notification frequency to strategically space push notifications to certain groups. This prevents excessive messaging and keeps your marketing personalized and valuable to your users.

4. You Can Better Identify Profitable Segments

Maximizing your resources and ROI requires honing in on your most profitable segment and nurturing their loyalty. This curbs any spending of resources on market segments that are of little value to your business growth.
How do you identify the most profitable group of customers? CleverTap’s RFM (recency, frequency, monetary) analysis is an automated segmentation technique that divides your consumers into distinct groups. Customer activity is tracked and analyzed to identify behaviors such as frequency and value of purchases. Then, it categorizes your base into consumer classes ranging from loyal users to hibernating customers.
This allows you to implement the most profitable mobile marketing strategy for each group. It also allows you to identify which segments need the most attention and where you may be losing customers.

Drive Results With CleverTap’s Automated User Segmentation

Without the right mobile marketing tools, audience segmentation may seem like an impossible task. As your business grows, so too does the amount of work that goes into marketing segmentation. Luckily, we have a simple and effective solution.
Our automated segmentation engine allows you to group users into real-time groups. This saves your team time, maximizes resource use, and ensures on-point audience targeting. You can automatically track user actions in the moment and deliver more of what they love based on their interests, location, and behaviors. You can also customize the tool to meet your needs and build effective campaigns.
Book a CleverTap demo today and discover how you can take your mobile marketing strategy to new heights.

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Last updated on March 4, 2024