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Syniverse CMO: How to optimize your brand’s mobile strategy, part 3

marketing segmentation marketing segmentation
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Throughout this series, Mary Clark, CMO of Syniverse, highlights the steps to a successful mobile marketing strategy. Step 3, segmentation and how to use it to focus your vision.

Parts 1 and 2 of this series focused on optimizing a brand’s mobile strategy and introduced the idea of a mobile customer journey, and the data strategies you need to implement to ensure success.

Once completed, these two stages should have helped articulate a vision for you and your customer’s interaction within the mobile channel, alongside pre-agreed objectives that will check your progress.

At this point, you should also have ordered and cleaned customer data sets, which provide the backbone to any mobile marketing strategy.

The next stage, part 3, asks you to consider marketing segmentation, as part of a broader customer engagement strategy.

Once cleaned, your data set represents a list or amalgamation of your customers who have agreed to participate in your mobile marketing campaign.

Sending out content – offers, discounts, information – without a pause for thought of what each customer may want to receive, misses the opportunity that the mobile channel presents.

Marketing segmentation defines and subdivides a large market, or user base, into clearly identifiable segments, based on their location, needs or demands. Its aim is to design a marketing mix that matches the expectations of your customers within a targeted segment.

Segmentation methods

Segmentation and mobile match particularly well.

Segmenting your audience is a key strategy within a mobile marketing campaign because it reinforces the personalized nature of the mobile channel, and it allows you to operate a trial-and-error-based campaign, testing different user groups within your data sets with varying content.

As with stage 2, you have to revisit your initial objectives outlined at the very beginning of your journey in order to segment your user base appropriately.

Who, for instance, do you want to engage? Do you want your target audience to all be similar ages? Or live in the same location?

Trial-and-error marketing segmentation helps answer questions about the efficiency of your mobile marketing strategy, and how to optimize the process.

For example, if one of your initial objectives is to increase or influence revenues within your millennial market, you can cherry-pick from your data sets the users that fit that category and collect them all into a subcategory.

You now have a selection of, say, mobile numbers you can target with relevant content.

The process of trial and error now begins – it’s a tactical way to help you understand which messaging plan works.

Each iteration could send out messages at different times of the day or week to work out the open rates, and each segment’s conversion rate could be tracked to see whether it matches with your predictions. Are certain geographies performing better, and if so, why?

The importance of the trial-and-error strategy is that you observe, learn and adjust quickly: It’s a constant, iterative engine.

It’s also an engine that educates, and by learning with each transition which method your customers are most receptive to, your mobile marketing campaign evolves from optimistic guesswork to become data-driven and personalized.

Your segments can be split via different means, with geographic, demographic, behavioral and psychographic segmentation being the four main groupings.

It’s important to remember, however, that marketing segmentation is part of a broader target market strategy. Although the method can provide some valuable data for your campaign, there is a level of risk associated with targeted messaging on a trial-and-error basis: tolerance.

Trial-and-error messaging means you slowly but surely refine your campaign, but for the user, constant or repetitive information on mobile can quickly turn them off.

One of the main pitfalls we see is the size of marketing segmentation. In fact, the smaller the size, the better.

There is also a lot of emphasis on trying to find an audience big enough to provide meaningful feedback to a large organization. But what is meaningful? And how many people, or how much information, does it take to be meaningful?

Smaller segments also mean you are more likely to have properly targeted your users, and that your marketing strategy can be tailored for the type of customers you’re messaging.

Moreover, there are many benefits to segmenting your audience on a mobile campaign.

You can better match your customer’s needs, and by understanding them, you can have better opportunities for growth and enhanced profits.

Your targeted marketing communications can also help you retain more customers and gain more of a share of a market segment. Coupled with the right data-driven analytics and marketing objectives, your campaign can begin to take shape and develop into a mobile marketing strategy that is targeted and personalized for your customers.

The next article in this series turns our attention to another major user base for your brand: employees. How relevant is a mobile marketing strategy for your employees, and how engaged should they be? Step 4 illuminates.