What Is Hyper-Segmentation In Marketing?

What is hyper-segmentation? Hyper-segmentation is a marketing strategy that divides an audience into smaller, more specific groups of people. This allows you to create more relevant messages for each group and offer personalised products or services.

In this blog post, we’ll go over the basics of what hypersegmentation is in marketing, as well as three different mobile marketing strategies you can use in your marketing campaign.

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What Is Hyper-Segmentation?

In the marketing world, hyper-targeting is a technique that can be used to create personalised messages for different customer segments. It is an important tool in mobile marketing because it allows marketers to deliver relevant content and offers to customers’ smartphones.

It is an advanced strategy that aims to define smaller and more specific groups of consumers than traditional segmentation. In this way, user segmentation can be accessed almost on an individual level.

mujer con un café y su móvil donde recibe contenido hipersegmentado

What Hyper-Targeting Techniques Exist In Marketing?

There are many different mobile marketing strategies that can be used in a hyper-targeting campaign. Here we will go over the three most common ones.

Hypersegmentation By Location

The first strategy is geo-targeting. It is based on customer location, allowing you to deliver targeted content and messages to nearby consumers who have downloaded your app or interacted with your brand.

Typically, this technique uses GPS and other location tracking technologies to identify the location of customers. It then divides them into groups based on their proximity to certain areas, such as a shop or restaurant.

For example, a fast food chain might use geolocation to send coupons for free fries to people near one of its restaurants.

Hypersegmentation By App-Behaviour

The second technique uses the behaviour of users with respect to applications in order to perform hyper-segmentation. It uses data from customers’ interactions with your apps to create specific profiles.

This includes the apps they have installed, how often they use them and the actions they take within the apps. This information can be used to send relevant messages and content to the customers most likely to be interested.

For example, a travel app could use this data to send offers of discounted airline tickets to people who have booked hotels through the app in the past.

Hypersegmentation By Demographics

The third technique uses customer demographic information to create hyper-segmented groups. This includes factors such as age, gender, income level and family age.

This information can be used to send relevant content and messages to people in certain age ranges or with a certain income level.

This type of hyper-segmentation has always been done, but thanks to the existence of big data it can now be taken a step further.

For example, a clothing retailer could use this data to send offers of discounted children’s clothing to parents with young children.

What Are The Advantages Of Hyper-Targeting?

There are several advantages of using hyper-segmentation in your marketing campaigns.

Firstly, it allows you to reach more specific groups of customers with relevant content and messages. This leads to a higher conversion rate, as customers are more likely to be interested in the content you send them.

Secondly, it helps to improve customer loyalty, as you will get to know your customers better and have the opportunity to communicate with them more effectively. Better understanding your customer base will help you make more informed decisions about future marketing campaigns and products.

Finally, it will help you reach new audiences and increase brand awareness by sending offers that would not be relevant to other customer groups.

mujer recibiendo contenido con hipersegmentación

What Do I Need To Start Hyper-Segmentation?

There are several things you need in order to run a successful hyper-targeted marketing campaign.

However, the most important ones are to be clear about the user profile we want to target and to have the necessary resources to create relevant content and messages for each customer group.

Don’t hesitate to contact us if you already know what hypersegmentation is and want to launch your campaign now!

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