

Audience segmentation is a crucial aspect of marketing. It enables marketers to better understand the way their audience thinks and behaves, helping to inform all aspects of both marketing and advertising initiatives. It’s an essential component to putting the right message, in front of the right audience, at the right time.
So, what exactly is audience segmentation?
Audience segmentation is the process of dividing your target audience into different subgroups based on various criteria, such as demographics, buying behavior, media use, etc. This valuable information allows marketers to create more personalized marketing campaigns, as they have a better understanding of how, when, and where to engage with customers. Types of segmentation include:
By segmenting your audiences into smaller groups, marketers are better able to:
Audience segmentation has shown to drastically improve marketing results. We breakdown some of the most eye-popping statistics in this infographic:
Are you interested in learning more about audience segmentation?
Watch our recent webinar, Life Science Marketing Workshop: Creating a Go-To-Market Strategy For Great Science, sponsored by Illumina and hosted by Genomeweb. Will Gould, President and CSO of Brand Buddha, outlined the process of message development, audience segmentation, and how to target the right person, with the right message, in the right place, at the right time.