An Overview of Segmentation
Segmentation is a crucial step in identifying and dividing audiences into groups from a marketers perspective. We must be able to group our audiences so that we know which steps need to be taken in order to reach each group specifically. It is important to look at aspects such as demographics, psychographics, lifestyle traits, and behavior in order to get an accurate representation of what our audience’s tendencies are. As a marketer, we need to use segmentation to create things such as buyer personas to create a basis for areas to target.
Segmentation Through Hinge
Hinge is an online dating service that uses segmentation to reach their audiences regularly. Hinge puts the wants and needs of its audience before everything else in order to give them the freedom that it takes for them to find a partner through their service. Their main message for their audience is to create a more trustworthy experience for users and to make them able to use the service in order to improve their lives. Hinge uses an STP (segmentation, targeting, and positioning) model to improve their targeting for marketing messages to their users. A big feature of their app is that it is designed to be deleted once you have found your match. Hinge is a service that is user friendly because they have followed the STP model very closely and made their message clear for users of the app.