What is segmentation?
Dividing a market into distinct groups with shared characteristics, so you can target each group specifically.
More details
Segmentation lets you send different messages to different groups — without wasting your budget on people who are not going to buy anyway. You can segment by demographics, behaviour, geography or psychographics. Good segmentation leads to higher relevance, better conversion and lower advertising costs.
For example…
Spotify Wrapped is not a campaign but a data project: the company condenses a year of listening behaviour into a handful of statistics per user. The scale matches — in 2017 around 30 million people viewed their Wrapped; today it reaches 200 million users within 24 hours and generates around 500 million shares. In effect, every user gets their own segment of one. It works not because of the data itself but because of the presentation: nobody would have shared the same figures in a table.
Source: musicbusinessworldwide.comRelated terms