La hipersegmentación en el ámbito del marketing ha desbancado a otras técnicas basadas en que las marcas han de batallar por el consumidor mediante guerras de precios, por ejemplo. Ahora estas empresas se enfocan en la fidelización de los clientes para lograr el crecimiento de las firmas.
¿Qué es la hipersegmentación?
La hipersegmentación es una estrategia a medida orientada a la segmentación de mercado. Después de realizar una investigación acerca de los públicos para un producto o servicio, es posible hacer divisiones especializadas. De esta manera, se agrupan personas con características muy particulares unidos por hábitos de consumo e intereses muy específicos. Así, es posible crear campañas de marketing personalizadas que brindan una experiencia de cliente mucho más satisfactoria.
La hipersegmentación y sus ventajas
Sin duda, la hipersegmentación te ayuda a entender mucho mejor a tus clientes y establecer una conexión real con tu consumidor. ¿Cómo se logra esto?, gracias a la creación de campañas altamente personalizadas. Es decir, cuando una persona vea tu anuncio, podrá sentirlo como un llamado personal, pues el mensaje que le brindas responde a sus necesidades actuales.
De esta manera, las personas adecuadas como tu público objetivo desean involucrarse más con tu marca para conocer los productos o servicios que le ayudarán a resolver sus problemáticas.
Otra gran ventaja es que la hipersegmentación te permite dirigir tus recursos de forma eficiente. Esto significa mayor retorno de inversión, pues supone más ahorro de dinero y esfuerzos de marketing.
Aunque la hipersegmentación no es una estrategia ajena a las grandes empresas, ayuda mucho a las que recién comienzan a ofrecer un producto o servicio. Puede ser el inicio de todo tu negocio o apenas el lanzamiento de una novedad de tu amplio catálogo: este tipo de segmentación de mercado te ahorrará dinero y tiempo en tus esfuerzos de marketing.
¿Te gustaría profundizar en el tema para hallar oportunidades de crecimiento en tu marca?
En M3Publicidad somos especialistas en hipersegmentación y marketing a medida para el consumidor. Contacta con nosotros.
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