Just a short one for you on customer segments this week. This area is very interesting and has a lot of depth too. There are many different angles to the discussion surrounding customer segmentation, such as the tools used, how good it is for marketing professionals and also the moral and ethical view point. But I am just going to briefly touch on the tool I saw demonstrated at one of the seminars I attended at Internet world. It was about customer segmentation tools and the future of digital advertising. It was fascinating to hear about how these tools are being used and how our searches and our online environment are being ‘recorded’, so we can be targeted directly.
Advertising and marketing campaigns are increasingly becoming more personalised. This is happening due to the depth that the customer segmentation tools can drill down to. These tools can search for any sort of information you may have put online about yourself, including search terms, and our movements online. These customer segmentation systems that are currently on the market, drill down into great detail about what people want and are interested in. Providing this information to marketers enables them to get the best ROI as possible.
There are approximately 50 million search terms being entered every week, which customer segmentation tools pull through to find the relevant segments, groups, people and persons. They can tell the user who a person is, where they live, what their interests are and more, to create a thorough segment to target a campaign to. A more rewarding result can be gained by using these tools.