Segmentation vs Targeting: Difference and Comparison

What is Segmentation?

Segmentation refers to the process of dividing a larger and diverse market into smaller, more homogeneous groups or segments based on specific characteristics or criteria. The purpose of segmentation is to better understand and categorize the target audience, enabling businesses to create more tailored marketing strategies and messages. By identifying and defining distinct segments within their customer base, companies can improve their ability to meet the unique needs and preferences of each group.

The primary purpose of segmentation is to better understand and categorize your audience into distinct groups with similar traits or behaviors. This allows for more tailored marketing strategies and messaging.

What is Targeting?

Targeting refers to the process of selecting and focusing on specific segments of a larger market that a business or organization aims to reach with its products, services, or marketing efforts. Targeting involves identifying and prioritizing the most promising and relevant customer groups or segments to maximize the effectiveness of marketing strategies. The goal is to tailor marketing messages, products, and services to meet the unique needs and preferences of the chosen target segments.

Targeting requires a careful evaluation of various market segments to determine which ones offer the greatest potential for success. These segments can be based on demographic, psychographic, behavioral, or geographic factors, among others.

Difference Between Segmentation and Targeting

1. Segmentation is the initial step in the process, where a market is divided into smaller, homogeneous groups based on shared characteristics like demographics, behavior, or psychographics. The primary purpose is to categorize the audience into meaningful segments for analysis. Targeting comes after segmentation and involves selecting one or more specific segments to focus marketing efforts on. The purpose here is to decide which segments are the most promising and worthy of resources.
2. It is a descriptive and analytical activity that helps marketers understand the diversity within a market and identify different customer groups. Targeting is a prescriptive and strategic activity. It involves making choices about which segments to prioritize and allocate resources to.
3. Segmentation looks at the broader characteristics of groups within the market, such as age ranges, income brackets, or general interests. Targeting involves a deeper understanding of the selected segments, including their specific needs, preferences, and behaviors.
4. Segmentation occurs early in the marketing process, before product development or campaign planning. It provides the foundation for targeting and other marketing activities. Targeting takes place after segmentation and serves as the basis for developing marketing strategies, messages, and campaigns.
5. The outcome of segmentation is a better understanding of the market’s diversity and the identification of potential customer groups. It doesn’t necessarily lead to immediate action. Targeting results in actionable decisions, such as which segments to address with specific marketing efforts, product development, and tailored messaging.

Comparison Between Segmentation and Targeting

Parameters of Comparison	Segmentation	Targeting
Stage in the Process	Typically the initial stage in marketing, dividing a broad market into smaller, meaningful segments.	Follows segmentation and involves selecting specific segments to concentrate marketing efforts on.
Nature of Activity	Descriptive and analytical, providing insights into market diversity.	Prescriptive and strategic, guiding resource allocation and campaign planning.
Level of Detail	Focuses on categorizing groups based on shared characteristics (e.g., demographics).	Requires a deeper understanding of selected segments’ specific needs, behaviors, and preferences.
Timing	Occurs early in the marketing process, setting the groundwork for later activities.	Takes place after segmentation and informs decisions for marketing strategies and tactics.
Outcome and Actionability	Results in an understanding of market diversity and potential customer groups.	Leads to actionable decisions on which segments to prioritize and allocate resources to.

References

1. https://www.torrossa.com/gs/resourceProxy?an=4913738&publisher=FZ7200#page=152
2. https://ieeexplore.ieee.org/abstract/document/8494797/