Website User Segmentation |
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Why is Website User Segmentation right for my business? - Understand your audience and how best to reach them
- Audience insights drive actionable results across multiple media platforms
- Findings provide guidance to product development and merchandising
Segmenting users based on advanced combinations of user behavior and characteristics allows us to target specific groups that might not be reached by mass marketing programs.
By leveraging user behavior, The Marcom Media Team:
- Further refines your existing audience, targets and uncovers new niche segments to target
- Determines how to organise web content and other digital assets around audience intent
- Informs the development of on and offline messages that resonate with consumers and optimise all marketing communications
- Uncovers potential new revenue streams based on emerging opportunities
Our user segmentation process draws insights around three key areas and deliverables include the following:
1. Consumer Profiles
- Demographic, geographic, psychographic profile of people online that interact with your brand
- What consumers are seeking on the web relative to your brand
- How people are researching the category
- Where consumers go after visiting your site
- How to structure the content hierarchy on the site
2. Competitive Profile - Identify the true competitive set – online and offline
- Frequency of brand searches relative to competitive set
- Queries driving traffic to competitive sites
- Sites that “brand keyword” searchers are visiting
- Sites that competitive brand keyword searchers are visiting
- Where consumers go after visiting competitive sites
- Identifying opportunities to reach untapped consumers online
3. Category Profile - Hot topics, considerations, consumer buzz
- Where in the sales funnel most of the site visits occur
- How media mix (online and offline) drives search volume
Armed with this information, Marcom Media helps our clients develop Pay-Per-Click Search Advertising (PPC) and Search Engine Optimisation (SEO) strategies around the key themes that will have the biggest impact on the segmented audience. Using data uncovered through our user segmentation process, we show our clients how to improve online ROI. Our process has also proven effective as a guide to new product development. By revealing what people are searching for and talking about online, we are able to prioritise product manufacturing and distribution in addition to general merchandising strategies. To learn more about what we can do for your business, request a call back above or click the get started button below. 
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