Segment marketing

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Mass marketing
For a long time, marketing did not consider that people had different behaviors, needs and tastes: they were considered a homogeneous mass.

In mass marketing, products and marketing strategies are standardized for all consumers – something that is currently outdated.

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Mass marketing gave rise to segment marketing, which recognizes differences in characteristics, needs, and desires among consumers.

With this strategy, the company segments the market by grouping people with common characteristics. estonia mobile database Then, the target audience (or more than one) is defined and marketing strategies are directed towards it.

53. Niche Marketing
Within a market segment, the company may choose to work with a niche, which is a smaller group of people, with more specific characteristics in common.

In niche marketing, the brand will likely have less competition, more affinity with the public, and lower costs to execute the strategies.

An example of niche marketing are brands that focus on plus-size clothing:


54. One-to-One Marketing (or Micromarketing)
The level of marketing segmentation has reached the point of One-to-One marketing, which considers the characteristics of the individual, not more than a segment or a niche.

With a good database, it is possible to know each consumer and use the personalization of offers, products and services to attract and retain customers.