Create a structure for your market approach

Not everyone listens to the same arguments, not everyone has the same needs, and not everyone has the same triggers for listening. By segmenting your target audience, you move from mass communication to communication that is relevant to individuals.

A target audience is often heterogeneous, made up of people in different life stages, with different needs and different behaviors. Segmentation gives you the ability to prioritize and tailor communication and messaging to your target audience. Through Novus’s segmentation model, you get a sorting of your target audience based on, among other things, needs and behaviors.

Some reasons to segment

• Provides efficient market approach. Segmentation gives you the ability to tailor offerings, build your own strategy, action plan, and goals for each segment.
• Ensures your message gets through. Segmentation gives you the ability to tailor communication and messaging based on the needs and behaviors within the different segments.
• Efficient use of your market/communication budget. Mass communication is costly and not particularly effective when it comes to reaching a heterogeneous target audience. Segmentation creates the opportunity to work in a selective and cost-effective way with your resources.
• You can prioritize which groups you communicate with. Those with a low likelihood of becoming customers are deprioritized. Those with a high likelihood therefore receive more of your resources.