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Qué es la segmentación de mercado, por qué es vital para tu negocio y cómo te ayudará a vender más - Gestion.Org Saltar al contenido Es domingo y hace un día precioso. El sol te anima y decides de que ya es hora de estrenar el coche que te acabas de comprar. Llamas a unos amigos y os vais a comer a un restaurante en un pueblo que te han recomendado. Después de un paseo y con el estómago lleno decidís que ya es hora de regresar a casa. Al llegar al coche te das cuenta de que te han dejado 3 folletos publicitarios en la luna. Son de un buffet de comida china, de un concesionario de compra-venta de vehículos de segunda mano y de una clase de yoga para embarazadas. ¿Qué crees que harías con esos folletos? ¿Hay alguna posibilidad de que tú, recién comido, con coche nuevo, sin interés por el yoga y que no vives en ese pueblo tengas en cuenta esa publicidad ? Lo más seguro es que no y es que ninguno de esos folletos te interesa lo más mínimo. Esa publicidad ha sido completamente ineficaz por un único motivo:
no sabían a quién se dirigían. Hoy en Gestion.org abordamos uno de los conceptos más importantes del marketing moderno y que afectan de lleno al posible éxito de una campaña: la segmentación de mercado. ¿Quieres dejar de ofrecer folletos al azar y plantear una estrategia eficaz al tener muy claro a quién te diriges? Entonces, este es tu artículo.
¿Qué es la segmentación de mercado? Salvo que tu estómago sea insaciable, te mudes a ese pueblo o te entre un repentino interés por el yoga para embarazadas, esos folletos no son útiles para ti. Sin ser siquiera consciente de ello, en un veloz primer vistazo no solo los descartas, sino que los asocias a algo negativo. De alguna manera te están incomodando. Fíjate en estos datos que hemos visto en Dinero.com :
Recibimos una media de 3.000 impactos publicitarios al día. Sólo el 12% son retenidos en nuestra mente. Vivimos las 24 horas, los 7 días de la semana, expuestos a mensajes publicitarios. Hace años, cuando la gente no estaba tan saturada de estímulos de interacción y de compra, la publicidad masiva funcionaba casi en cualquier nicho. Ignorar cualquier variable de segmentación (edad, ubicación, inquietudes, etc) no era un problema, el único objetivo era llegar a más y más gente. Sería como la pesca de arrastre. Se trataba de coger el mayor número de peces posible sin tener en cuenta de qué especie son. ¿Qué es entonces la segmentación de mercado? Justo lo contrario. Si nos ceñimos a la Wikipedia , la definición de segmentación de mercado es el proceso de de dividir o segmentar un mercado en grupos uniformes más pequeños que tengan características y necesidades semejantes, la segmentación de un mercado se puede dividir de acuerdo a sus características o variables que puedan influir en su comportamiento de compra. Con cuanta más precisión apuntemos hacia donde lanzamos el mensaje, mejores resultados obtendremos.
Pero regresemos a nuestro ejemplo.
Imagínate ahora que ya estás de vuelta en casa y que estás navegando por Internet. El yoga no te atrae mucho, pero sí que te gusta jugar al tenis. Llevas un tiempo en ello y crees que deberías dejar de jugar con las zapatillas de correr y comprarte unas especiales. Mientras echas un vistazo en Facebook, en el timeline ves un anuncio con una oferta de unas zapatillas de deporte especiales para tenis. Además de ser bonitas, te las envían a casa sin gastos de envío. A diferencia del buffet chino, la academia de yoga y el concesionario de coches de segunda mano, la tienda de deportes creó una campaña en Facebook Ads en la que segmentó al público al que se iban a dirigir. Ahora solo contesta: ¿dónde crees que te gastarás el dinero? ¿En las zapatillas o en alguno de los productos de los folletos del coche? Obvio, ¿no?
Ventajas y desventajas de la segmentación de mercado Aunque en un primer momento te pueda parecer que segmentar el mercado solo conlleva ventajas, no hay que olvidar que todas las estrategias también tienen puntos débiles.
Ventajas Fíjate en los beneficios directos de dirigirnos a un segmento de clientes específico:
Eficacia: se ha visto de forma clara en el ejemplo. El retorno de la inversión de una campaña basada en el Inbound marketing es mucho más alto.Conocimiento: averiguamos de forma más profunda las necesidades de nuestros clientes.Recursos: se optimiza el mensaje y la estrategia. Se ahorran costes. Solo piensa en el dinero perdido de todos esos folletos que no sirvieron para nada.Pone el foco en el usuario: los folletos de antes desconocen al cliente, se centran en las características del producto (típico del marketing tradicional o 1.0 ). Cada consumidor, con sus necesidades concretas, responde a un perfil determinado. Mostrar tus productos o servicios a aquellas personas que cumplen unas características es más eficaz y más eficiente que la publicidad masiva.
Desventajas Aunque la segmentación de mercado es siempre una buena estrategia; es importante que tengas en cuenta algunos riesgos.
Requiere un mayor esfuerzo: para segmentar el mercado es necesario conocer los distintos perfiles de clientes y las necesidades de cada uno. Será necesario realizar una investigación. No aporta la visibilidad de la publicidad masiva: las campañas sin segmentar nos garantizan que seremos vistos por numerosas personas (aunque esto también implica un coste más alto).Dejar fuera a clientes interesantes: si nos equivocamos de segmento o lo ceñimos demasiado podemos perder clientes que sí habrían comprado nuestros productos. Aunque la segmentación es sin duda una estrategia más eficaz, no se puede obviar la visibilidad que aporta la publicidad masiva. Por ejemplo, para una gran marca es una forma sencilla de alcanzar una gran audiencia y reforzar su branding.
Tipos de segmentación de mercados No sólo importa tu edad, dónde vives o en qué trabajas, hay muchas otras variables que se pueden tener en cuenta al crear una estrategia de segmentación de mercado que funcione. Veamos cuáles son.
1. Segmentación demográfica Trata de subdividir el mercado en grupos con características comunes como edad, género, ocupación, ingresos, nivel de formación o estado civil. Si eres un electricista soltero de 50 años quizás la publicidad de yoga para futuras mamás no sea para ti. : )
2. Segmentación geográfica Se trata de la clasificación según el lugar y es una de las segmentaciones más básicas y habituales. Si se aglutinan muchos potenciales clientes en una zona en concreto, esa característica es lo suficiente relevante para subdividir. El tamaño, el clima o la densidad de población también son factores a tener en cuenta. No es lo mismo un grupo de 5.000 personas que vive en un pueblo de montaña que otro de 50.000 en una ciudad costera.
3. Segmentación psicográfica Está relacionada con los llamados AIO: aficiones, intereses y opiniones. Que te guste ir a pescar, jugar al tenis o tengas unos valores determinados sobre cómo debería funcionar el mundo tiene un gran peso en tus decisiones de compra. Alinearse con los valores del cliente genera fidelidad a la marca porque sienten identificados con una misma ideología o manera de pensar.
4. Segmentación conductual Se trata de dirigirnos a cierto sector de la audiencia que presenta ciertos comportamientos o conductas. Por ejemplo:
En Navidad estamos más dispuestos a regalar. Unos hombres prefieren crema de afeitar mientras que otro la espuma. La persona que compra cierta marca porque es la que toda la vida ha visto en casa. Etc. Otra variante de la segmentación de mercado conductual es según el beneficio que reciben del producto. Y es que no todos percibimos del mismo modo lo que nos aporta un artículo. Mientras que para una persona la ventaja de usar un producto puede ser emocional (le hace sentirse más atractivo), para otro puede ser puramente práctica. Piensa en un iPhone. Muchas personas solo lo comprarán porque entenderán que los otorga un status social. En cambio, para otras simplemente les parecerá un teléfono rápido y eficiente. Otras variables típicas de segmentación de mercado por conducta son la frecuencia de uso o la fidelidad hacia la marca.
Cómo hacer una segmentación de mercado La esencia de una buena segmentación de clientes es conocer a fondo a la persona que podría comprar tu producto. Hemos de definir a la buyer persona con sus problemas y necesidades. Y es que cada detalle único puede ser el trigger o disparador definitivo que lleve a la conversión. Estos son los 5 pasos básicos para hacer una segmentación de mercado:
Determinar una necesidad o un problema a resolver: encuentra ese problema o necesidad que es común a muchas personas y piensa cómo podrías agruparlas en función de esa necesidad concreta.Definir el segmento: ¿qué variables de segmentación vas a usar? ¿Demográfica, psicográfica…? El primer paso te dará un masa de público amplia que aquí irás dividiendo.Evaluar y priorizar los segmentos: del estudio y definición de segmentos habrán surgido varias opciones ¿Qué segmento es el más atractivo de los obtenidos en el paso anterior? ¿Cuál crees que devolverá con mayor facilidad la inversión realizada?Conocer a fondo los perfiles de los segmentos más rentables: en el paso anterior elegiste los segmentos más atractivos, ahora es momento de definirlos al detalle.Posicionamiento y estrategia: ¿cómo vas a acercarte a ese segmento? ¿Qué estrategias de marketing vas a utilizar? Un buen trabajo de planificación es imprescindible, más aún si nuestro presupuesto es limitado y no podemos permitirnos atacar a más de un segmento. Debemos minimizar el riesgo de no acertar con la segmentación.
Ejemplos de segmentación de mercado Como comentamos al principio, la estrategias de segmentación de clientes pueden verse cada momento, sólo date una vuelta por tus webs favoritas y comprueba como los banners de publicidad “casualmente” coinciden con las búsquedas que has estado haciendo antes. No es una técnica exclusiva del marketing digital , ni mucho menos, mira estos ejemplos que te resultarán muy conocidos.
Segmentos de mercado de un gimnasio Un ejemplo fácil de entender y muy visible es el que utilizan los gimnasios y grandes centros de fitness. Aunque el fin último sea mejorar la forma física, se establecen varios segmentos de clientes:
Social: el de la persona que busca conocer gente y meterse en el mundillo. No solo busca el beneficio de estar “fit”.Principiantes: se trata de la persona que no está en forma (incluso puede tener sobrepeso) y no es un deportista consumado. Es un principiante,no tiene conocimientos y le cuesta mantener la disciplina. Para este perfil funcionan bien las clases con monitores donde se lo dan todo muy masticado.Aspecto: gente joven que da sus primeros pasos en un gimnasio y buscan ganar músculo para sentirse mejor y más atractivos.Adictos : van mañana y tarde, saben lo que quieren, son auto disciplinados y el gimnasio es una parte clave de su rutina de vida.Salud: van al gimnasio por recomendación médica. Gente que se está recuperando de una lesión o está en rehabilitación. Si te das cuenta, para cada uno de los segmentos definidos encajaría en una estrategia diferente. A los que quieren bajar peso y no tienen conocimientos les interesan propuestas de clases dirigidas. Sin embargo, a los que tienen un interés más social les encajan ideas más lúdicas o estrategias de captación member gets member (los socios deben traer a nuevos clientes). No sólo el producto o servicio que requieren es diferente, sino que la forma de captar a los clientes de cada segmento también será distinta.
Segmentación de mercado de Coca-Cola Y como siempre, tenemos el ejemplo de una de las grandes bestias del marketing. Te puede gustar más o menos la Coca-Cola, pero su posicionamiento como marca es incontestable. Piensa en los diferentes formatos que usan, sus diferentes campañas de Navidad o si te has tomado una Coca-cola que tenía tu nombre escrito. Te podemos asegurar que los nombres que aparecen en las latas no son los mismos en todos los países de habla hispana. Lo que te queremos decir con esto es que la segmentación de mercado de Coca-Cola abarca casi cualquier criterio imaginable. Veamos algunos ejemplos:
Segmentación conductual Coca-Cola utiliza diferentes formatos en función de dónde te la vayas a tomar:
Una lata es apta para sacar de una máquina y tomarla por la calle. Una elegante botella de cristal es válida para el mejor restaurante de lujo. Una botella pequeña de plástico sirve para que la puedas guardar en tu mochila. ¿Y para casa? Una botella de plástico de 2 litros con la que podrás rellenar muchos vasos de forma rápida y sencilla.
Segmentación geográfica Anuncios y campañas específicas por país adaptadas a la cultura de la zona. Piensa que estamos ante una marca que se vende en todo el mundo. Si la manera de pensar y entender el mundo de una persona que viva en un pequeño pueblo rural de Asturias puede ser muy diferente a la de una persona que viva en Madrid. Imagínate si la comparamos con una persona que viva en la ciudad de México, Tokio o El Cairo.
Segmentación psicográfica Conceptos como felicidad, alegría y frescura han sido siempre los valores estrella de la marca. En muchas de sus campañas no se habla del sabor ni del envase, son puro marketing emocional . ¿Te acuerdas de su instituto de felicidad? ¿O de los “momentos Coca-Cola”? A pesar de ser una multinacional con un tamaño brutal, la compañía aún mantiene su buena cintura por saber adaptar su estrategia según lo que demanda el mercado y crear campañas de marketing a segmentos de mercado muy específicos. https://www.youtube.com/watch?v=cjPtsBsDcrU
¿Estás aplicando estrategias de segmentación de mercado? Aunque en algunos momentos la publicidad masiva ofrece un buen retorno de la inversión, en el marketing moderno la rentabilidad está en la segmentación de clientes. Conocer a tus clientes te hará empatizar más con ellos y mejorar tu productos y servicios para hacerlos más atractivos. Y ahora te toca a ti: ¿usas alguna estrategia de segmentar a tus clientes o envías publicidad masiva? ¿Cuáles son las variables de segmentación que usas? Te esperamos en los comentarios.