What does segmentation refer to in marketing?

Segmentation in marketing involves dividing a broader audience into smaller, more manageable groups based on shared characteristics, such as demographics, preferences, behavior, or geographic location. This approach allows marketers to tailor their strategies and messages to meet the specific needs and desires of different segments, ultimately enhancing engagement and improving conversion rates.

By identifying and understanding these segments, businesses can deliver more relevant content and offers, ensuring that their marketing efforts resonate with the targeted audience. This leads to more effective campaigns, as messages are crafted to align with the interests and behaviors of specific groups rather than adopting a generic approach. Consequently, segmentation is a fundamental practice in marketing that allows for precision and strategy in reaching audiences effectively.