What is microsegmentation?
The microsegmentación It is a technique that involves dividing the target audience of an almost unique product or service in parts as small as possible ... in really very very small segments.
Many of these segments, so far, were out of the market because they did not represent sufficient critical mass to be considered profitable and therefore were not attacked by advertising or customized products.
This has changed with the advent of the internet and now the cost of reaching these segments and prepare an offer specially designed for them, has made itself considered profitable part of the market, and therefore the microsegmentación is an increasingly used practice because of the good results obtained using it.
The Long Tail and microsegmentation
This marketing concept that involves dividing the target audience and take it into consideration micro segments commercially, is what he calls "The Long Tail" or "the long tail"And it is typical of the new internet, what we call Web 2.0.
It is the opposite to Pareto PrincipleA classical principle in economics and marketing. The Pareto principle postulates that 20% of an action will produce 80% of the effects, while the remaining 80% originates only 20% of the effects.
The Long Tail principle has many advantages, including the following:
- Thanks to techniques such as SEO or SEM attacking the cost of micro segments is actually very low. In fact, in SEM, the more specific are the words we buy, the less people will buy them and therefore have lower cost.
- Thanks to microsegmentation can get CTR (click through rate) higher in our campaigns, which allows, for example, improve our position in the sorting algorithm results Adwords, at no cost to us.
- As few companies practicing Marketing 2.0 these segments will be attacked by few people and have more chances that our message reaches our target audience successfully.
So you know ... the next time you make a campaign of any kind, think of micro segments and creates content / ads for each of them.
Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.