Business Foundationsintermediate
Market Segmentation
Definition
The practice of dividing a broad target market into smaller, more defined groups based on shared characteristics, such as demographics, behaviour, or needs.
Why it matters
Segmentation allows you to tailor your messaging and offers to specific groups rather than trying to speak to everyone. More targeted marketing converts better.
Example
A fitness brand segments its audience into: busy mums (30-40), university students, and corporate professionals, and creates separate content and offers for each.
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