What segmentation is: dividing your market into segments (imagine that) based on variables of your choosing (gender, location, income bracket, basically any variable that creates a common set of needs among that segment).
What segmentation is not: a cookie-cutter solution for all your marketing woes. You still need to know your audience and the best way to segment them!
Why we care about segmentation: Segmentation allows you to target your marketing to a specific group within your target audience. The more specifically targeted your message, the better chance that it will speak to your audience. Segmentation gives you the opportunity to address the specific needs and desires of the individual you’re messaging.
This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.