Customer segmentation is the practice of dividing a customer base into groups of individuals that are similar in specific ways relevant to marketing, such as age, gender, interests, spending habits, and so on. Using segmentation allows companies to target groups effectively, and allocate marketing resources to best effect. Traditional segmentation focuses on identifying customer groups based on demographics and attributes such as attitude and psychological profiles. Value-based segmentation, on the other hand, looks at groups of customers in terms of the revenue they generate and the costs of establishing and maintaining relationships with them.
Customer segmentation procedures include:
- deciding what data will be collected and how it will be gathered;
- collecting data and integrating data from various sources;
- developing methods of data analysis for segmentation;
- establishing effective communication among relevant business units (such as marketing and customer service) about the segmentation;
- implementing applications to effectively deal with the data and respond to the information it provides.
Search Engine Operations helps you understand how and why you should have a customer segmentation strategy. Optimizing your marketing efforts to target the most profitable customers and identify prospects before wasting valuable resource is one of the most powerful tools in your business arsenal.
Search Engine Marketing
Paid ads that appear on search results pages, known as pay-per-click (PPC) advertising, can provide a faster route to good exposure in the search engines than you get through organic SEO. But successfully executing PPC campaigns requires a keen knowledge of the advertising programs that Google, Yahoo! and others offer, as well as time, ingenuity and commitment to secure the most value from your advertising dollars. Search Engine Operations provides clients with dedicated search-advertising experts to help you leapfrog the complexities of implementing PPC campaigns and move straight to the results. With an eye on your competition and skillful manipulation of ad placement, copy writing, landing-page development and testing, our team delivers the benefits of paid search marketing while you focus on what you do best: growing your business.
Search Engine Optimization
Just putting up a website is rarely enough anymore. To be successful online, you must readily be found through the search engines. But placing highly within organic, or natural, search-result listings for search-terms customers use to find your business requires specific initiatives and craftsmanship-part science, part art. Because Search Engine Operations understands the impact effective search engine optimization (SEO) can make on positioning, lead generation and conversions, we provide a topflight team of SEO specialists to guide you through the intricacies of on- and off-page SEO elements to drive long-term organic search-marketing benefits.