Audience & Customer Understanding
Buyer Persona
Last Updated: October 17, 2026Learn what a buyer persona is, how to build one from customer research, what information it should contain, and how it supports digital marketing decisions.
Target Audience
Last Updated: October 17, 2026Learn what a target audience is, how to define one, how it differs from a target market, and how audience understanding guides digital marketing decisions.
Target Market
Last Updated: October 17, 2026Understand target market, its role in digital marketing, how to define one, and how it differs from target audience and segmentation.
B2B Segmentation
Last Updated: October 17, 2026What Is B2B Segmentation? B2B segmentation is the process of dividing a business-to-business market or customer base into groups of organizations that share relevant characteristics, needs, purchasing conditions, or behaviours. B2B segmentation differs from consumer segmentation because the customer is an organization, while purchasing decisions may involve multiple people, departments, budgets, approval processes, and business...
Lifecycle Segmentation
Last Updated: October 17, 2026What Is Lifecycle Segmentation? Lifecycle segmentation groups customers according to their stage in the relationship with a business. Instead of treating every customer the same, marketers identify whether someone is a prospect, new customer, active customer, inactive customer, or another relevant lifecycle stage, and then adapt communication and experiences accordingly. Lifecycle segmentation is useful because...
Purchase-Based Segmentation
Last Updated: October 17, 2026What Is Purchase-Based Segmentation? Purchase-based segmentation groups customers according to patterns in their purchasing history, such as what they buy, how often they buy, how recently they purchased, how much they spend, and which products or categories they prefer. It is a practical form of behavioural segmentation because it uses actual purchasing activity to distinguish...
Behavioural Segmentation
Last Updated: October 17, 2026What Is Behavioural Segmentation? Behavioural segmentation divides customers or prospects into groups according to observable actions and interactions with a product, service, or brand. Common behavioural variables include purchase behaviour, usage rate, engagement, loyalty, benefits sought, purchase occasions, and buyer readiness. citeturn0search0turn0search2 The key question is not simply who is the customer? but what does...
Psychographic Segmentation
Last Updated: October 17, 2026What Is Psychographic Segmentation? Psychographic segmentation divides a market into groups based on psychological and lifestyle characteristics such as values, interests, attitudes, opinions, motivations, personality traits, and lifestyles. While demographic segmentation describes characteristics such as age or income, psychographic segmentation attempts to understand why people think, feel, prefer, and behave in particular ways. It is...
Geographic Segmentation
Last Updated: October 17, 2026What Is Geographic Segmentation? Geographic segmentation is the process of dividing a market into groups based on location. Businesses may segment customers by country, state, city, neighbourhood, climate, urban or rural area, or a defined service radius. Geographic segmentation helps marketers account for differences in local demand, accessibility, culture, climate, competition, purchasing conditions, and service...
Demographic Segmentation
Last Updated: October 17, 2026What Is Demographic Segmentation? Demographic segmentation is the practice of dividing a market or customer base into groups according to measurable population characteristics. Common demographic variables include age, gender, income, occupation, education, family status, household size, and life stage. It is one of the most widely used forms of market segmentation because demographic information can...
Customer Segmentation
Last Updated: October 17, 2026What Is Customer Segmentation? Customer segmentation is the process of dividing a broad customer base into smaller groups that share similar characteristics, needs, behaviours, or purchasing patterns. Instead of treating every customer as identical, marketers use segmentation to understand meaningful differences and create more relevant products, messages, offers, and experiences. Customer segmentation is a general...