Segmentation Methods In Millennium Era
Segmentation methods are based on geographical location, demographic or demographic identity, psychographic / description of interests, and behavior-based segmentation.
Geographical segmentation can be done by opening a map. Maps can trigger insight that climatic conditions can trigger uniform needs in geographical locations. For example, hot areas need fans and air conditioning. Maps also help understand competitors’ control ranges. Where is the area of competition on one item that is tight, which area has not been touched by competitors.
Facebook ads or Facebook Ads, provide tools to share viewers based on that geographical location.
Demographic or demographic identity
Demographics talk about the total population, the population per age group, the population in each sex. Demographics also include family size, income, and income, level of education, religion, race, generation, nationality, and social class. For marketers the data needed is data on the number and distribution of population per sex and age. In addition, data on industrial development is needed to estimate purchasing power.
The data inspires marketers about interest. How to?
Age changes usually have a strong relationship with changes in tastes and changes in the type of goods needed. Suppose small children need a small T-shirt, sweet toothpaste with cute packing, toys, candy and so on. While in their teens they no longer need such items. Teenagers need acne medication, bigger shirts, toothpaste for adults, mountain bikes, textbooks and so on.
Human life can be distinguished according to the stages of life. Each stage has different tasks and needs. School age has learning tasks. Pre-marital working age has the task of finding a mate and preparing a marriage. The new bride has the task of preparing the house. Even though sometimes people have a house before the new bride. New couples have children who have the task of caring for children. It is a stage of life that has its own tasks. Each task has consumption needs. If the new bride is in charge of preparing the house, it means that marketers have the opportunity to offer housing products according to their budget.
Men and women have different attitudes and interests. The type of clothes needed is different. The culture of a society usually divides the different roles between men and women. There are people who authorize women to buy self-care items, such as soap, shampoo, toothpaste. Sometimes changes can occur, for example, many men begin to play that role. So that the ad adapts itself to the tendency of the sex of the target market.
Different income also usually has different tastes. There are items that can only be reached by the price of people with high income. Examples of luxury items such as luxury cars, luxury homes, luxury cellphones, luxury cameras and so on.
Each generation is generally influenced by the situation and spirit of the era and the common mode of communication. The division of generations in Indonesia, with millennial terms, for example, is an imitation of the division of generations in America. Indeed there are similarities between America and Indonesia, for example baby boomers. The baby boom after the second world war occurred in both the United States and Indonesia, including in other countries. Another equation is millennial generation. The millennial generation of these two countries is the same as using mobile phones along with the internet as a mode of communication.
Marketers in America usually divide generations in American society into several parts, namely, the Silent Generation (born between 1925-1945), baby boomers (born 1946-1964), generation X (born 1964-1978), and millennial (born 1977-1994 ) The silent generation does not mean a silent generation. They also talked a lot to their young people. It is naming the marketer’s point of view today. For today’s marketers, they are a generation that is old and senior, their task is to become grandfather for their grandchildren.