GWI-分而治之:GWI的客户细分产品如何将复杂的受众转化为明确的机会(英)
How GWI’s customer segmentation offering turns complex audiences into clear opportunitiesDivide & conquerWhy segmentation matters more than everHow to segmentyour customers Our segmentationsolutions Segmentation in actionWhy GWI 0304051013In this reportCustomer segmentation is one of the most pow-erful techniques in the marketing toolbox. It’s how you transform an undifferentiated mass of con-sumers into distinct, marketable groups defined by shared behaviors, beliefs, locations, or lifestyles.Clustering customers like this drives smarter strategies, more meaningful messaging, and the development of products that answer a real need. Ultimately, the promise of customer segments - sometimes known as “personas” - is as simple as it is compelling: know your audience, then own your market.Now we’ve set the scene, read on for a whistlestop tour of segmentation and how GWI makes the magic happen, starting with why segmentation is so important today.ROGER HORBERRYCREATIVE COPY LEADAMELIA HENDERSONCONTENT STRATEGIST 201Why segmentation matters more than everIn a world where every message competes for attention and relevance is everything, segmentation is mission-critical for person-alized marketing. If you want to cut through the noise, you need to speak directly to your audience’s needs, desires, and quirks - and that kind of personal touch is only possible when you know exactly who you’re talking to. At the same time, today’s brands are sitting on a mountain of customer data with the potential to unlock deep, actionable insights. But more data doesn’t automatically mean better decisions; instead, it can be overwhelming.It’s against this backdrop that segmentation comes into its own, dividing your customer base into vivid, actionable segments you can build your strategy around. And with globalization giving pretty much every brand the potential for an international audience, it’s more important than ever to be able to reach across cultures, mindsets, and motivations and speak directly to audiences everywhere on their terms.Segmentation doesn’t just make marketing sharper, it makes your entire data strategy more powerful. Because of the way segments are structured, they can be applied across multiple data sets. That means you can connect the dots between behaviors, beliefs, and buying signals, creating a richer, deeper, and more nuanced view of your customers than ever before - essential for strategic marketing and decision making. 302How to segment your customers It all starts with what you want to achieve. If your goal is customer acquisition, then segmentation means casting a wide, strategic net, identifying the right high-potential groups to target to create the most impact. Importantly, it’s not just about category-level behavioral data, although that can certainly be a powerful tool for spotting where and how to steal share from the competition; it’s also about who these audiences are and how they feel, think and behave.If retention or lifetime va
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