Market segmentation consists of identifying in a heterogeneous market a certain group of individuals, with similar bahevior and product preferences.

By dividing the market into different groups with similar characteristics, segmentation allows creating proposals and directing more assertive marketing strategies for a company's target audience, since it is expected that this segment will have similar reaction to each stimulus.

Why is segmentation important?

As mentioned before, the main benefit of segmentation lies in the fact that it allows you to profile your target audience, thus helping you to create your business persona.

The definition of the target audience and the persona allows creating more personalized and appropriate strategies, thus increasing the probability of achieving the conversion.

How to do market segmentation?

In order to do a market segmentation, it is necessary to identify some criteria that affect the purchase decision:

• Demography
• Geography
• Lifestyle
• Behavior
• Socioeconomic factors
• ...

Thus, it is possible to identify 4 types of segmentation:

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Geographic Segmentation
The main goal of geographic segmentation is to split the market based on its geographic location, that is, according to the country, region and city of residence.

This type of segmentation is important to understand what people's needs are based on their location. For example, people who live in a very hot region will most likely feel a greater need for air conditioning, while those who are in a colder region will demand more heaters. Imagine that you have a company that offers both solutions: You can create different online campaigns for one of these segments, offering the product that best suits you.

Demographic Segmentation
The demographic type of segmentation is one of the most used segmentation models, and aims to identify the demographic data of those who buy/enjoy your products/services, namely:

• Age
• Genre
• Religion
• Education
• Job
• Income
  
• ...

By obtaining a more detailed range of information about the consumer, it becomes easier to identify and choose a more effective line of communication with your audience.

Behavioral Segmentation
As the name implies, this type of segmentation is based on the behavior of people in relation to the products/services that the brand offers, seeking to identify common habits and behaviors of a certain group.
In this type of segmentation, factors such as personal tastes and preferences, purchase frequency, behavior in previous purchases, etc., are taken into account.

Pshychographic Segmentation
Psychographic segmentation is quite similar to the behavioral segmentation and evaluates consumer behaviors, lifestyle, personality, interests and opinions to define a market segment.
This type of segmentation allows you to group people with similar phsychological traits, enabling the creation of more personalized marketing strategy.

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