Divide and Conquer: Social segmentation strategies for better marketing

by Sean Ogino |

Divide and Conquer: Social segmentation strategies for better marketing

Enhance your behavioral marketing strategy by adding social segmentation. A clear segmentation strategy is the key to developing successful targeted marketing strategies. In addition to running marketing campaigns based on buying behavior and demographics, utilize social data to deepen your segmentation strategy and add a social layer.

The first step to creating a social segmentation strategy is to collect social data. Annex Cloud tools gather social data including verified email addresses, location, likes and interests from a variety of social networks. Our analytics normalize the unstructured data pulled in from various social network APIs ensuring that it can be easily sorted through and integrated into CRM and ESP systems.

Once social data has been normalized into a flexible database, it’s time to start segmenting.

1. By purchase stage
Segment your current customer base into three categories: new buyers, repeat buyers and inactive buyers. These buyers are in three very different mindsets and should be treated as such. In addition to traditional remarketing campaigns targeted towards these three groups, your social strategy should be segmented as well. Turn new buyers into repeat buyers with social incentives that foster a sense of brand community. We recommend Share and Save tools to encourage new buyers to make their first purchase. Reward repeat buyers for their advocacy with social contests and referral rewards. Incentivize inactive buyers to return with flash sales and exclusive deals to draw them back on site.

purchase stage

2. By demographic
Many eCommerce businesses have varying demographics. Keep your social strategy fresh for each of your target audiences. Promote new women’s collections on Pinterest. If you are targeting a female teen audience, try Instagram as well. While both visual social platforms boast a majority of women users, Instagram’s top demographic is aged 18-29, while Pinterest attracts an older crowd aged 25-34.


3. By interests
Analyze your social data to discover popular interests trending among your audience. When a jewelry retailer noticed that Farmville was the most common interest among its customers it diverted ad spend to Zynga’s in game advertisements. This campaign was tremendously effective, driving inexpensive and highly qualified traffic. In this instance, social data was able to uncover an audience that proved to be extremely valuable.


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