How Segmenting Audiences Is Creating Giant Value for Companies

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By: Bulldog Reporter

So many companies face a marketing and public relations dilemma—they are talking to three audiences and trying present a united front. They have business clients (B2B) and individual customers (B2C), or they are speaking to some other variation of a split audience, but their website, or other communications, have to speak to everybody.

This is why segmenting can be so integral to a marketing and PR strategy. Creating separate email lists or remarketing with ads speaking to the type of service an individual expressed interest in is becoming more and more common as the tools become more intuitive and easier to use—even for a small business or non-technical worker.

A Short History on Segmentation
Wendell Smith was the first proponent of market segmentation, which he regarded as ‘“viewing a heterogeneous market as a number of smaller homogeneous markets, in response to differing preferences, attributable to the desires of consumers for more precise satisfaction of their varying wants.” This was later picked up heavily in 1987 by Peter Dickson and William Ginter, and today it is considered “the process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants or demand characteristics.” (Wedel, 2000)

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