Market segmentation aims to identify groups of customers sharing similar characteristics, and thus revealing similar demand. This is an extremely effective tool that helps to reach the right target group. The concept of macrosegmentation is also used in marketing as one of the stages of defining the reference market. How to use macrosegmentation in business?
What is macrosegmentation?
Macromarketing focuses on the impact of marketing strategies on the society, and therefore is targeted at the mass market. In order to meet consumer needs it should be divided into appropriate segments. Macrosegmentation is one of the basic types of market segmentation. It is called primary segmentation, based on demographic and geographic data. Subsequently, microsegmentation is carried out on the basis of primary sources, i.e. division into even smaller, more precise segments is made. By analysing the market structure and customer needs, the brand chooses the segment which the offer is directed to. Macrosegmentation can be divided into:
Demographic segmentation – refers to the division of the buyer’s market based on such criteria as gender, age, occupation, education, and nationality. Each segment may require a different marketing approach.
Geographic segmentation – it boils down to dividing the market into smaller geographical units, which can include countries, cities, or regions. By definition, consumers living in a particular social space are marked by similar needs or lifestyles.
It is worth using various combinations to identify the market structure. For example, at the first stage (macrosegmentation), the market can be divided into larger units, such as regions, and then segmented within the separated area (microsegmentation) using other criteria.
Macrotargeting in e-commerce
Macrotargeting is based on choosing the right message that would increase the demand for a given product. There are many tools for effective communication with recipients. One of them is push notifications. Based on the analysis of needs and behaviour of customers and potential buyers, the appropriate content of the message should be selected.
One of undesirable trends in online commerce is a decreasing level of customer loyalty to brands and stores. Consumers expect a more individual approach, which is why it is crucial to recognise which products, offers, or messages are the most attractive to them. Segment separation helps to better understand customers and plan activities based on their needs and expectations.
In this context, macrosegmentation and a holistic approach to a customer are crucial. It is worth analysing the reactions of recipients from a given segment to marketing messages. Push notifications are one of the most effective tools for customer communications. They allow for sending short, customised messages to a selected segment, which in turn significantly increases the chance of conversion.
Macrosegmentation in e-commerce boils down to collecting desired data assigned to a customer. Features belonging to a given segment can be defined on the basis of repetitive purchasing patterns, demographic or geographic data. Macrosegmentation is the starting point for the analysis of collected data, the initial selection of consumers, and then the division into smaller segments, i.e. microsegmentation.