Marketers engaged in targeting based on consumer preferences and behavior are turning into a kind of psychologists. Giving people exactly what they want and exactly when they need it is their main task. Meanwhile, as it spread different kind devices and data intelligent marketing are beginning to take many forms.

Check out 13 ways to use behavioral targeting and segmentation to create smarter, more cost-effective marketing campaigns.

1. Sell more with remarketing

Remarketing is perhaps the most basic form of behavioral targeting, allowing marketers to capitalize on consumers' prior behavior on a website.

You can create a behavioral audience and then use remarketing ads to show users what they've already viewed on your site, or popular products purchased by other buyers related to their interests.

This strategy was implemented by Simon Thalmann, head of digital marketing at Kellogg Community College. Their target was users who visited certain pages of the site - it was they who were shown ads containing information about what they had recently watched.

“If a user visits, for example, our registration page, then later he will see a message regarding registration in advertising on other sites, applications or social networks,” Thalman explains.

Dell has found that great amount visitors to their site leave without buying anything. It was decided to conduct research to determine what products each user was interested in, in order to create future messages that are suitable for all types of consumers and stimulate them to purchase. Dell analyzed browsing history and created remarketing ads that included items that users viewed, searched for, or added to their shopping cart.

As a result, the company saw higher click-through rates (Click-Through Rates, CTR), conversion rates (Conversion Rates) and return on investment (ROI), with online advertising CTR increased by 70%, and the conversion rate tripled.

2. Deliver Segmented Content Based on Revenue

Search results on the Orbitz travel site vary depending on whether you're a Mac or PC user. No more lucky first: them Orbitz shows more luxury hotels, as one study found that Mac users spend 30% more on travel and are 40% more likely to book hotels with high ratings. (The logic here is that Macs cost more than PCs, which means their user base has more money.)

An Orbitz spokesperson confirmed the experiment, but noted that the company did not display different prices for the same rooms and that users could filter hotels by price to see more affordable options.

However, The Wall Street Journal did their own research and found that for Mac users, the cost of hotel rooms on the first page of search results was 11% higher.

It is not known whether such a move led to an increase in Orbitz's profits and whether they still use this practice.

3. Develop ultra-precise targeting

Understanding consumers, in particular their online behavior, helps marketers achieve compliance right person/ the right device / the right moment. This unified knowledge of people's behavior and interests, combined with their demographic data, is called , and it can be surprisingly effective.

“Online behavior, especially when combined with other dimensions such as geography, can provide the basis for laser-precise targeting that can improve ad campaigns and content marketing results,” says Stella Mikraki, Head of marketing department of the Moosend agency providing email marketing services.

For international company For GiftBasketsOverseas.com gift basket delivery, this means targeting customers who have previously sent gifts to a particular country. “We use a mailing list targeting campaign emails reminding us of the upcoming big national holiday and celebrating that there is still time for customers to send greetings,” says Natasha Kvitka, digital marketing strategist.

4. Create Campaigns Targeting a Specific Image of Your Ideal Buyer

Behavioral targeting also helps brands and marketers improve their customer profiles, which in turn allows you to create multiple campaigns for different brands.

The combination of behavioral targeting with customer research and demographic targeting to create images of ideal buyers (Buyer's Personas) helps to develop the most effective creativity to every audience.

For example, new homeowners are unlikely to be interested in buying houses like the ones they just bought. Armed with this knowledge, a real estate firm can exclude such people when choosing a target segment for a campaign to promote certain types of homes.

This will increase the accuracy of ad hits, which will positively affect CTR and .

5. Target Fundamentals to Those Most Ready to Convert

Zuji Travel Agency also had problems with visitors entering the site but not converting. The company decided to try dynamic content optimization and remarketing to encourage returning visitors. They were offered personalized recommendations based on previous searches.

As a result of this investment, Zuji saw a 14% increase in bookings and a 100x ROI!

6. Look for new clients

Behavioral targeting also helps you find brand new customers. For example, you might target those who openly declare themselves to be fanatics of a competitor firm.

You can also select consumers of products, related with the ones your company sells. Let's say it makes sense for a milk distributor to pay attention to cookie lovers.

Think about cohorts when defining your targeting strategy. So, fitness people often prefer a healthy diet.

7. Segment the audience that your video ad is showing to

After the crash of its plane in 2014, low-cost carrier AirAsia became concerned about the need to increase confidence among customers and decided to turn to Facebook.

AirAsia used short videos, while the entire audience was divided into segments and each of them was shown their content. Segments included:

• people who bought a ticket after a plane crash;
• people who did not buy tickets after the incident;
• priority customers (High-Value Customers).

The airline used social media reach and frequency tools to control the number of ad impressions over a 4-week period. Along with Facebook's audience customization tool, AirAsia also used its own customer data to target its targeting efforts and customized ads to frequent flyers and people who searched for city-specific options but didn't purchase tickets. This alone led to a 30x return on advertising.

AirAsia has also adopted a social media tool to find people similar to its existing clientele and deliver ads with relevant values ​​and geographic locations to them. The payback of such advertising was 58 times more than usual.

8. Save money by narrowing your segmentation

Segmentation avoids wasting money on buyers who make it clear that they will never buy your brand. It would be foolish to target vegans if you are making animal-tested products.

Thus, behavioral targeting not only serves as a way to find new customers, but also eliminates them from the field of interest.

Why waste your budget on those who don't convert?

9. Come up with better promotions

User behavior on the site can also provide food for thought when preparing promotions.

While creating unique offers for segments with the same behavior, you can use all the information about products and categories - not only purchased by consumers, but simply those that are viewed and liked.

Often people look at one product and buy another, but all this data is a goldmine of information for creating Bundle Offers or organizing categories. This information tells marketers which products are close in the mind of the consumer, what they think complements each other, what they do the same thing, and so on.

10. Understand where customers are coming from

Learning the customer journey helps marketers find new advertising opportunities.

“Where is your traffic coming from? Is there some kind of social platform that regularly brings traffic to a certain page? Perhaps you should consider placing ads there, or creating a custom one-pager that is optimized to welcome visitors coming from that site, says Simon Thalman. Do users who come to you from one site convert more often than from another? Are they spending more time on your site? All of these observations can help marketers improve user experience.”

11. Optimize site navigation

Talman notes that learning how consumers leave your site can also be valuable.

“How much time do users spend on your website or landing pages? Do they only visit one landing page and then leave, or do they visit multiple pages? Can their path point to what they are looking for on your site? Were they able to find it?" - Talman recommends asking yourself such questions.

“Even small changes to the site (changing the size or color of the button to make a purchase, moving the contact form higher to make it more visible, etc.) can have big influence on user behavior and how they convert... A high CTR or a low CPC doesn't matter if users can't easily navigate the page to make a purchase."

Doreen Brown, Head of Division digital technologies at Digital Visibility Group, a marketing agency, agrees that site latency analysis helps you understand whether consumers are finding what they're looking for or going somewhere else.

“If something is missing from the descriptions on your site, then behavioral targeting will help you develop a content strategy that provides all the necessary information to both search engines and users,” she adds.

This means using tools like Google Analytics to analyze page views, average time on page, and bounce rate. Brown says pages over 50% should be redone.

12. Be strategic in timing

“Analyze the visiting/purchasing times of your customers and you will get a model of their online activity during the day,” adds Natasha Kvitka. “The chances are high that your email campaigns will have better open rates during this time period and social media updates will get higher engagement rates.”

13. Tailor the message to the location

Youth clothing retailer Urban Outfitters had a goal to increase mobile engagement. Engagement platform Appboy, which recently partnered with user location data company PlaceIQ, was assigned to work on this. For a more thoughtful delivery of messages in the application, it was decided to use the behavior of consumers in real life.

Subsequently, Appboy and PlaceIQ said they were able to help Urban Outfitters better contextualize their marketing messages, resulting in a 75% increase in conversions and a 146% increase in revenue.

“Insights from learning about the data have become a great tool for making decisions in media, marketing, and business operations, and a key component to success in increasing visits and purchases at physical points of sale,” says Duncan McCall. , CEO of PlaceIQ. — Analysis of location data can also provide a powerful boost to retail sales in the Internet".

Working with Appboy and PlaceIQ, Urban Outfitters was able to develop a full blown campaign that included:

• Dynamic audience filters that delivered messages based on user behavior outside of the app. For example, shoppers who frequented bars received push notifications advertising fancy dresses.
• to create connections with the target demographic.
• Deep Linking to send users to the appropriate page in the app after clicking on a post.
• Tracking events related to conversions (for example, after sending push notifications).

In a statement from Urban Outfitters, Andrew Rauch, Senior Director of Global Digital Marketing, said, "Effective user communication through location-based marketing resulted in a 146% increase in revenue for this campaign."

Market segmentation by behavioral features

Table 4.5

The end of the table. 4 5

Let us give examples of market segmentation according to individual behavioral characteristics.

Among the most common is segmentation by benefits, which is based on differences in the behavior of buyers, determined by their internal psychological motivation when making a purchase. The implementation of segmentation by benefits implies knowledge of the value system of consumers in relation to the product in question. Russell Haley, a member of the American Marketing Association, said in this regard: “At the heart of segmentation is the notion that the benefits that people seek in consuming a given product are the main reasons for the existence of real market segments.” His segmentation by the benefits of cutlery buyers revealed that 30% of them preferred the cheapest cutlery, 40% were guided by the quality of the goods when buying, and 30% purchased cutlery as a reminder of some important event.

Segmentation by intensity of consumption makes it possible to single out a number of extremely important segments from the point of view of marketing. Thus, active consumers, who often make up a small part of the market, account for a large percentage of the total volume of consumption of the goods. For example, in Russia, women aged 18 to 26 purchase more than 40% of all perfumery and cosmetic products sold, and 4% of the US adult population consume 53% of wine. This is a manifestation of the Pareto effect described by the 80/20 rule: 20% buyers (one segment) provide more than 80% of purchases.The Pareto effect takes place in almost all markets.However, this does not mean at all that a company should abandon 80% of its customers, who provide it with 20% of sales of goods: firstly, they make a fairly significant contribution to total sales, and secondly, the 80/20 rule will almost certainly apply to the remaining buyers, i.e. this can be done indefinitely.

Main value analysis based on the Pareto effect is that it can help identify areas of activity that the company should pay the most attention to (related to the satisfaction of active consumers). In addition, the analysis of the behavior of segments that rarely consume the product allows you to identify the motives for refusing to purchase, eliminate them by modifying the product or marketing tools, and achieve an increase in sales.

From a practical point of view, segmentation according to the degree of perception of a new product is very important. On this basis, a fairly stable division of consumers, proposed by F. Kotler, has developed. Superinnovators - people who are prone to risk, experiment, striving to be the first to try out a new product, make up a small share of the market (about 2.5%). And although the advertising of a product first introduced to the market is focused on them, it is not them, but relative innovators (about 13.5%) who usually act as leaders in the formation of public opinion. Moderates, who make up about 68%, accept new products after much deliberation or after society has already recognized the product as worthy. Conservatives, whose share reaches 16% (including superconservatives - about 3%), have a negative attitude towards any changes and innovations. They often only accept a product when it begins to be squeezed out of the market. Therefore, in the recession life cycle advertising begins to focus on them, emphasizing the traditional nature of the product, its time-tested.

Quite popular is segmentation according to the degree of consumer commitment to the product. The fact is that some consumers are unconditional adherents - they always buy products of the same brand. Others (relative adherents) - share their sympathy between two or three brands. Still others (non-permanent adherents) transfer their preferences from one brand to another. At the same time, individual buyers (“wanderers”) do not show commitment to any of the brands. They want to buy something different every time, or they simply buy the product of the brand that is on sale. Quantitatively, these four segments of consumers are equally represented in any market. Therefore, by segmenting according to the degree of consumer loyalty, enterprises focus their efforts on the loyalty group that promises the greatest benefits. At the same time, marketing programs are being developed to stimulate regular customers (unconditional adherents).

The considered signs of segmentation of the consumer goods market do not exhaust the list of their possible options. Market segmentation has a tendency to endless development, which is explained by the complication of the structure of customer needs and the strengthening of their differentiation.

The task of marketing is to select signs for a particular enterprise that make it possible to establish as accurately as possible which market segment best suits the goals of this enterprise, where you can best use its capabilities and strengths. At the same time, it is advisable to use a combination of various features, forming combined parameters of market segments (for example, the segment of older consumers who purchase food in dietary stores).

Conceptually, there are no fundamental differences between market segmentation consumer goods and industrial goods. However, in the latter case, the implementation of the principles of segmentation often acquires a special character associated with the characteristics of the market itself (see subparagraph 3.2.1). loses its meaning.

When segmenting the market for industrial goods The following features are prioritized:

» industry affiliation of the consumer - within the framework of this feature, almost all sectors of the national economy can be considered ( Agriculture, industry, construction, transport, culture, healthcare, trade, etc.), which does not exclude more in-depth detail (vegetable growing, animal husbandry, light industry, precision engineering, etc.);

* field of activity(research, development, design, production, service, etc.);

» product type(raw materials, semi-finished products, parts, main equipment, auxiliary equipment, auxiliary materials, etc.);

» enterprise size(small, medium, large);

» procurement organization specifics(volume and frequency of orders, delivery time, terms of payment, form of relationship with suppliers).

The signs of segmentation of industrial goods listed above, as a rule, work effectively in combination with signs of personal characteristics of persons representing

consumer-acceptance. Here it is necessary to take into account the structure and features of the center that makes the decision to purchase, the propensity to make risky decisions, the attitude to changing the marketing strategy, to choosing a supplier, etc. When choosing a supplier, for example, the requirements for the product, the commercial terms of the transaction, as well as the organization of the service can play a decisive role.

When segmenting the market for industrial goods, production and economic features can be widely and effectively applied. Thus, information about the main production assets, the capital of the enterprise, the dynamics of the volume of production of goods and their range give an idea of ​​both the current and the prospective production and commercial program, and therefore, the existing and potential needs of the enterprise for certain goods. Quite common is segmentation depending on the possibility of financing (payment) for the purchase by the consumer enterprise. This sign determines not only the willingness to pay for the goods, but also the solvency of the consumer, his financial situation, etc. Market segments in this case can be relatively conventionally represented as follows: great opportunities, limited, very small, etc.

Segmentation of the market for industrial goods can be carried out on the basis of only one attribute, as well as on the consistent application of several of them. It is important that in the latter case the segments are not too small and unsuitable for commercial development. Segmentation can also be targeted in accordance with the installation of the company's management (for example, dealing with original equipment manufacturers). As a rule, this approach follows from the results of the analysis of previous activities, which is carried out in order to determine the segments where it was possible to achieve optimal ratio between sales and profits, as well as to predict the future development of sales activities.

Thus, carrying out segmentation, enterprises identify groups of consumers united according to one or another feature. Each market segment must have a specific product offering. This approach allows not only to meet the existing demand, but also to form it.

The segmentation process includes the following main steps:

1) definition possible signs segmentation;

2) conducting consumer research (usually through
questionnaires);

3) definition of "suitable" signs of segmentation (suitable
The validity of a feature is determined by the degree of correlation between it and the character
characteristics of consumers);

4) selection of segments (usually no more than five or six);

5) wording of the name of the segment (each segment with
a certain marketing name is assigned - new
ry, conservatives, etc.);

6) evaluation of segments according to certain criteria.

The last stage must be given the most serious attention, since it is essentially aimed at determining the target market of the enterprise.

Hello. Today we will talk about an integral part of any blog, namely the mailing list.

A blogger should not only be able to write exciting stories and promote them to the top.

But we also need to learn how to build relationships with our readers and potential customers through the mailing list. And it is difficult today. Most emails are sent by postal services in .

And you should use advanced technologies to prevent this from happening. And you will learn about one of the technologies - segmentation of the market, customers, subscribers.

• What is segmentation;
• Benefits of segmentation;
• Segmentation criteria;
• Subscriber segmentation in Justclick.

What is market segmentation

Market segmentation is simply the process of dividing it into subgroups. And even if your list of contacts or clients is only 20 people, it's time to think about segmentation.

Subscriber segmentation allows you to send very specific and targeted messages. And readers will be more receptive to your messages.

Imagine that you are a teacher and when you were hired, you were only told that you should teach students.

I think you will have questions: what is the age of the students, what subject should they be taught, how many hours per week, and so on.

Similar questions should arise from Internet business owners, bloggers, information businessmen: the age of clients, topics of interest to them, financial opportunities, and place of residence.

Benefits of Segmentation

Segmenting your customers into groups has a number of advantages. This may help you:

• Determine the most and least profitable customers;
• Focus on the customers who are most likely to buy your products or services;
• Avoid markets that will not be profitable for you;
• Build loyal relationships with customers by developing and offering them the products and services they want;
• Improve the quality of customer service;
• Outperform competitors in specific market segments;
• Use your resources wisely;
• Reveal new products and ;
• Improve product quality;
• Increase potential profit.

Let's look at some of the benefits in more detail.

• Your customers are not the same

Most businesses, whether B2B or B2C, have different types customers, even if they sell one product or service.

There is no product that suits all customers this business. Let's say you are the author of a culinary blog and have created a book of recipes for meat dishes.

And you will send an offer to buy it to all subscribers, but some will turn out to be vegetarians or they simply will not be interested in meat dishes.

It would be much more efficient to send such readers an offer to buy a book of salad recipes, for example. Do you agree?

• Your contacts are at various stages of the sales cycle

Your subscriber base consists of contacts who are at various stages of interaction with your business. And they demand various types information.

You will have subscribers:

• aimed at buying;
• who have already become your customers;
• while only studying your blog, website or store.

Let's say you have an online store of building materials or a blog about home renovation.

You will have readers or clients who have already bought their apartment and are just about to make repairs.

And they are more likely to be interested in your offer to buy materials or a course on how to do DIY repairs, for example.

But there will be those who are only planning to purchase a house. They are simply studying information for the future.

If you bombard them with offers to buy, albeit at a bargain price, they will unsubscribe, because now they are not interested.

It is much more reasonable to send just articles about repairs. And when they finally buy an apartment, there is a great chance that they will remember you.

• Your e-mail reputation depends on segmentation

When you send letters intended for a specific target audience, then they will naturally be more attractive to this audience.

And if you stick to this practice, over time, your readers will understand that every letter they receive from you is interesting to them, because it meets their needs.

They will open emails more often and unsubscribe less often. And mail services will stop sending to spam.

• Increasing profitability

Segmentation increases competitiveness, promotes brand memorization, customer loyalty. By influencing all these factors, segmentation improves the profitability of your business.

Segmentation Criteria

The criteria used for market segmentation are numerous and can be divided into three groups: demographic, psychographic, behavioral.

Socio-demographic criteria

They are used most often because this information is relatively available.

First of all, these criteria are used in the analysis of the profile of readers of magazines, newspapers, viewers of television programs.

1. Socio-economic: profession, income level.
2. Demographics: age, life cycle (single/unmarried, newlyweds, new parents), gender, home size, education level, height, weight.
3. Geographic: place of residence and work (North, South, city, village)

Psychographic criteria

These are the criteria used to group individuals according to their lifestyle and personality traits: activities, opinions, interests.

Using this type of segmentation is not always effective. First, you can only establish general patterns.

Therefore, it is preferable to refine the segments. And secondly, obtaining such data can be an expensive process.

However, this type of segmentation has been successfully used in some markets.

Behavioral Criteria

The purpose of segmentation is to determine the similarities and differences in people's behavior in order to make marketing decisions.

Behavioral criteria are absolutely essential in segmentation. They help you make the best decisions.

For example, age may be relevant in the beauty market, but not in the computer market, where the choice depends on what the customer intends to use the PC for.

There are five types of behavioral criteria:

• Benefits sought: what the customer is looking for by purchasing and consuming the product (good or service). This is very important, as it allows you to determine what is of value to the buyer.

For example, there are bio products designed for people who prefer products that are free of pesticides and other chemicals.

• Perceptions, beliefs, and values: These elements strongly influence customer behavior.

For example, Nintendo created the Wii in 2006 (and earlier the DS) based on the fact that most people don't play video games because they find consoles too difficult to use. By simplifying the interface, Nintendo was able to connect with these customers, changing their perception of the game.

• Purchase occasions or opportunities: depending on time, urgency, etc. buying behavior will be different.
• Purchasing behavior: whether customers are loyal to one brand, supplier, or constantly change them, for example, when prices fall. Whether they are committed to innovation or rather cautious.

Apple customers are often loyal to their favorite brand and are very receptive to product upgrades.

• Usage: The level of use of a product or service is very useful for market segmentation.

For example, cellular operators can identify users who constantly use Mobile Internet and offer them an advantageous package.

Cross segmentation

Most often, companies combine several criteria for segmentation, which allows them to improve it.

The main advantage of this practice is a personalized approach to clients and an increase in income.

On the other hand, there is a risk of losing part of your market, existing or potential, due to targeting and positioning.

Subscriber segmentation in Justclick

You might think that segmentation is only important for those in sales. But even if you send a letter to your subscribers with an announcement new article, then here it is worth thinking about segmentation.

For example, I began to actively learn and share my results. But I have readers who are not interested in this topic.

And sending announcements to them does not make sense. They won't open the letter. And this can greatly affect the deliverability of emails.

Just as search engines have their own algorithms for ranking articles, email services have similar methods. And if your letters are not opened, then most of them will go to spam.

And even interested users will not receive the necessary information.

So, once again I will briefly repeat why segmentation is needed for:

1. Increase the open rate of emails;
2. Reducing the number of unsubscribes;
3. Better deliverability;
4. Building trusting relationships with readers;
5. Increase in income.

And perhaps the most interest Ask and how to achieve it. I use the Justclick newsletter service, so I will share my experience with segmentation and tell you how to do it.

So far I have divided users by interests. That is, those who want to receive articles about blogging and promoting a blog in one group, those who are interested in investing in another, those who want to receive interview announcements in a third, and so on.

I did this with a survey. After subscribing to blog news. The reader receives an email asking them to complete the survey.

And depending on the answers, he is sent to another group or to several and is removed from the general group.

There is also another way to segment the database. You will learn all the details from the video:

In psychographic segmentation, consumers are classified according to their personality. As quantification techniques improve, there is more and more data on the links between personality and consumer behavior, but psychographic segmentation remains problematic due to the difficulty of quantifying consumer psychological traits on a large scale. Therefore, this type of segmentation often fails due to low availability. Let's say the researchers found that there is a group of people who correlate the brand of coffee they buy with their self-affirmation. The problem here is that it is difficult to find a medium in which to advertise this feature of coffee. If there was monthly magazine titled "Coffee makes me feel better", there would be no problem. Therefore, advertisers have to use the means mass media like television, which is obviously too expensive for such purposes. Some of the most audacious ideas in marketing are around finding ways to gain access to such segments.

behavioral segmentation

Behavioral segmentation can be a useful and reliable way to segment. Here is the most obvious example: if a company is marketing to anglers, it does not matter how old they are, how they feel about alcoholic beverages or where they live. All she needs to know is that they are fishing and as a result may be consumers of a new type of rod. This segment can be easily accessed by advertising your product in angler magazines. At a deeper level, a firm may be interested in questions such as: where do they buy fishing gear how much they usually spend on a line, what kind of fish they catch, etc., but this information can be easily obtained through a questionnaire survey. In the past 25 or so years, lifestyle analysis has become widespread, with the goal of segmenting markets according to how consumers use their time, what they think of themselves and certain issues, and the relative importance to them of various possessions. (e.g. cars, clothing, housing). This approach is attractive in that it takes into account a wide range of segment characteristics, including some psychographic features and individual behavioral features.

Demographic segmentation

Demographic segmentation is the most common method of market segmentation, since the necessary information is easily found in government statistics. Demography is the science of how people differ in terms of factors such as age, occupation, salary, life cycle stage.

Typically, demographic segmentation is based on age. In many cases, this is justified, but it is often difficult to notice the difference in the nature of purchases between, say, 20- and 30-year-olds. In the same way, it is impossible to say with certainty that all 10-year-olds have the same tastes. No doubt there are 10-year-olds who wouldn't want to visit Disneyland** or Luna Park, and those who would prefer a duck "a l" orange to a hamburger. Age is certainly important, but it should be considered as only one of the factors, and not completely rely on it alone.

Wells and Gubar developed a family life cycle model that proved to be a good way to describe buying behavior. The model is based on the stages a family goes through. Here they are:

• 1. Stage of a bachelor. A person has small incomes, but his living expenses are low; this means that he or she has a high discretionary income. A typical set of goods that money is spent on include: clothing, alcohol, "marriage game" items such as cosmetics, chocolate, or flowers. Decisions are strongly influenced by a peer group of peers.
• 2. Newlyweds. Income is usually high because both partners have jobs at this stage. Spending mostly on household goods, leisure goods and furniture. Decisions are mostly made jointly.
• 3. Full nest of the first type. At this stage, the couple has children, so incomes are low and debts are high. Consumption is based on children's products, durable household appliances, etc. Decisions are dictated by the needs of the children.
• 4. Full socket of the second type. The children are in school or are old enough to stay at home by themselves, so the mother can return to work. Family incomes are growing, but so are the expenses for children: bicycles, music lessons, sweets, etc. Children have a significant influence on decisions.

Discretionary income is the portion of a consumer's net income earmarked for discretionary spending after mandatory tax and living expenses. (Note of the translator.)

• 5, Empty nest. The children grew up and left the house. Incomes are highest and living expenses are relatively low; spending on luxury cars, foreign travel, home furnishing is on the rise. Decisions in most cases are made in a routine manner.
• 6. A family in which only one of the spouses survived. One of the partners was widowed. Incomes are falling sharply and, while spending on household goods is falling to a minimum, spending on health goods/services and social clubs and medical services are likely to increase. When making decisions, the opinion of grown children is sometimes taken into account, but in most cases, the choice of purchases is made by a person on his own.

There are trends now that are disrupting this life cycle model as divorce rates increase; the traditional view of the "empty nest" family was that it was a married couple in their 50s with adult children, but in fact it is now more likely that there will be two households, each of which consists of one person, while it is possible the presence of a second partner. The spending pattern of these one-person households (or newly created families) will almost certainly differ from that of the traditional "empty nest" family, but it will also differ from that of younger bachelor and newlywed households. .

Demographic variables change over time as birth rates fall and average age the population is growing. Around 2010, one-person households will constitute the largest category across the country. Western Europe(This is already happening in Germany and Denmark, and the UK is rapidly approaching this state of affairs). For marketers, even this change alone has far-reaching implications; here are some possible options:

■ increase in sales of food packages per person;

■ Increasing the volume of sales of product sets for the preparation of one or another culinary recipe or ready meals;

■ Decreased sales of garden tools and children's products;

■ increase in sales of goods for "marriage games";

■ Decreased sales of family cars, packs of cereals fast food for breakfast, cleaning products, etc.

In Australia, immigration from South-East Asia causes significant changes in the habitual diet, religious customs and linguistic structure of society. This means the emergence of new segments, some of which open up greater opportunities for marketers than the segments they replace. Marketers need to keep track of these demographic changes if they want to continue segmenting the market effectively.

Not all segmentation variables are equally important to all marketers. A pizza company may segment the market geographically (located in the city center), but not segment according to religion; for a kosher meat wholesaler, the situation would be just the opposite. And this despite the fact that both firms are engaged in food trade. Single-variable segmentation focuses on only one variable, such as firm size. This is the simplest segmentation method, but also the least accurate. When performing multidimensional segmentation, several characteristics are taken into account. How more features used, the greater the accuracy and efficiency, but the smaller the resulting markets.

So, let's look at the two segmentation criteria in more detail.

Psychographic segmentation is a combination of three elements.

"Public class- These are large groups of people, differing in their place in a historically defined system social production, according to their relation (for the most part fixed and formalized in laws) to the means of production, according to their role in the social organization of labor, and, consequently, according to the methods of obtaining and the size of the share of social wealth that they dispose of. Classes are such groups of people, of which one can appropriate the labor of another, due to the difference in their place in a certain way. public economy." Lenin V. I., complete collection works, 5th ed., vol. 39, p. 15

Based this definition, the social class can be divided into three groups: superior, middle and inferior.

The upper class, as you know, occupies the smallest share in the total population. From the point of view of marketing, the upper class is the narrowest segment of consumers whose needs are close to aesthetic (Maslow's pyramid of needs), since the previous levels of needs are more secondary. For example, the giant company DuPont, in search of leatherette for shoes, created new material"Korf", which was supposed to be used in the manufacture of expensive shoes. This material is characterized by strength, durability, elasticity and permeability. In spite of good idea, the company experienced the most costly product failure in history. One of the factors that influenced the outcome of the case was the misunderstanding of the needs of the upper class, namely: for buyers of expensive shoes, durability, strength and ease of care were not the primary motives. Main mistake of the company was to focus on the product, not on the consumer.

The middle class should make up the bulk of society. It is an indicator of the economic development of the country. Consumers of this class are most characterized by the need for respect and the need for belonging and love. For the marketing mix, this group is the main one. Exactly on middle class sent a large amount of information calling for the use and consumption of goods and services. The middle class is characterized by an average level of income, certain savings (“fetteredness in cash”), selectivity in purchases, irregularity in demand for more expensive goods.

For lower class physiological needs are primary. Usually these are unskilled professionals who live on welfare. For them, the food and secondhand goods market is a priority.

Lifestyle- established forms of human existence in the world, which find their expression in their activities, interests and beliefs. Philip Kotler, Fundamentals of Marketing, 2007, ch.5, p.152

People belonging to the same age, position in society or occupation can lead completely different lifestyles. Lifestyle is made up of personality type and social class, and represents a holistic picture of the buyer of the intended product. If we take lifestyle as one of the segmentation criteria, then it is necessary to consider what a potential consumer spends his money on. free time what is his hobby, what is the interior of his apartment or house, etc.

Personality type determined by the set psychological features, which in some situations significantly affect the behavior of a potential consumer. For the experienced marketer this characteristic can be most useful when creating a product brand. For example, advertising Nikon camera most likely to attract the attention of an extrovert, since this product is oriented to the outside world and is positioned as a product for open, creative and sociable people.

behavioral segmentation involves dividing the market into groups depending on the level of knowledge, attitude, nature of the use of the product and the reaction to it.

There are several types of behavioral segmentation:

Segmentation by circumstances of use when the purchase of goods depends on any case, event. For example, on New Year's Eve in Russia, the demand for tangerines rises, on February 23, the demand for greeting cards and goods for men increases sharply, in preparations for the wedding, people tend to make extra purchases, etc.

Benefit Segmentation. In this case, the main thing for the consumer is a set of product properties. For example, hair shampoo can have different properties:

• - anti-dandruff shampoo;
• - shampoo for dry and brittle hair;
• - shampoo for colored hair;
• - Shampoo for oily hair, etc.

User status. According to this principle, the market can be conditionally divided into the market of existing and the market of potential consumers. It is interesting to note that the policy of large firms is more often aimed at attracting potential customers, while small businesses seek to retain their regular users.

Consumption intensity. The intensity of consumption among different groups of buyers of a particular product is weak, moderate and active. It becomes obvious that it is more profitable for the company to serve the market segment dominated by active consumers. In my opinion, the intensity of consumption also depends on the brand (brand) of the product. For example, in large shopping complexes, most women often buy clothes from the same brand. Especially the activity of consumption of this product increases during the season of discounts and sales.

The degree of readiness of the buyer to perceive the product. This criterion allows you to evaluate and make calculations of buyers who are ready to purchase goods. In accordance with this characteristic, buyers are classified into ignorant and knowledgeable about the product, well-informed about it, interested in it, willing to buy it and not intending to buy it.

Based on the foregoing, we summarize the results comparative analysis two of these segmentation methods. Psychographic and behavioral segmentation are very closely related. The criteria by which segmentation takes place using these two approaches have much in common. They are interdependent on each other. The main difference is the subject of analysis in these two approaches. In psychographic segmentation, the subject of analysis is internal features the identity of the consumer, as well as his position in society and commitment to a social class with a certain level income, lifestyle and preferences. In behavioral segmentation, the subject of analysis is the attitude of consumers to the product, which is partly formed and depending on personal qualities the consumer himself. But the attitude towards the product is a secondary result, while personal characteristics are primary. However, this statement is valid only in determining the readiness of the buyer to perceive the product (that is, how open a person is to accepting new information, how responsive he is).