The consumer changes every day, not necessarily the brand, but in his way of acquiring goods and services through new communication channels, and this is how he encourages companies to adjust to these new forms of interaction.
If before, mass media strategies were used to reach all consumers in a targeted manner in the mass media, whether by schedule, socioeconomic segments, age and gender, that is now history.
The hyper segmentation It is a marketing tool that allows consumers to be followed by any digital means they enter to interact socially, generating or consulting content. And it is through the use of Big Data (information on consumer uses and habits both inside and outside the network), that companies acquire competitive advantages to refine their study of consumer behavior.
Thus, companies can create content-marketing ad hoc to their hyper-segmented audiences in order to be more assertive in their messages, capturing their interest and attention, generating engagement, and as a consequence, achieve your business goals.
Tailor-made marketing
Hyper-segmentation offers enormous opportunities to companies that capitalize on the use of algorithms in their SEO (Search Engine Optimization) to create individualized messages that ensure business results through market intelligence via marketing.
In previous articles, I told you about Social Commerce (SCommerce) which is an electronic commerce tool that in its evolution synergizes with social media and online media to promote and/or facilitate the purchase and sale of products and services online. . When hyper-segmentation is complemented with SCommerce, the new "digital counter" of the brands appears that follows the consumer throughout his journey through connectivity.
Many brands are going deep into hyper-segmenting their targets and leveraging their digital strategies on optimization of micro-audience search tools to develop much more effective messages.
For its part, Consumer Relationship Management (CRM) can be a tool that strengthens interaction with the consumer by defining business strategies with as much information as possible and to delve into the value of the product or service offered by a company. brand, and thereby guarantee good results.
The marketer must ensure the success of hyper-segmentation by not losing sight of the fact that before making any digital strategy, one must, above all, be clear about the budget available for implementation because if we segment too much, there will be no way to achieve it budgeted.
