Segments of One: Smarter Targeting for Your Customers
You already know how to divide your audience into broad groups. Now it's time to create unique individual targeting. What do Pandora, Netflix, and Amazon all have in common? All three are world-class "segmenters." Almost everyone segments to some extent—targeting different customers with different marketing—but typically those segments are big, macro-level segments. Software companies may have an "enterprise" segment and a small business segment. But Pandora, Netflix, and Amazon take it to another level by creating "segments of one": micro-segments that target each customer uniquely, allowing the companies to convert visitors into long-term, high-value customers at very high rates.