What should marketers consider when segmenting their audience?

When segmenting their audience, marketers should consider demographics and user behavior because these factors provide a comprehensive understanding of the target market. Demographics such as age, gender, income, education, and marital status allow marketers to create profiles based on statistically relevant characteristics, making it easier to tailor messages and offerings to specific groups.

User behavior complements demographic insights by giving marketers information about how individuals interact with a brand across various touchpoints, including online and offline channels. This can include their buying patterns, preferences, and interactions with marketing materials. By combining demographic data with behavior insights, marketers can gain a nuanced understanding of their audience's needs, interests, and motivations.

This approach enhances targeting precision, allowing for more effective marketing strategies and campaign execution. It stands in contrast to focusing solely on geographical location, age and gender, or visitor history, which may limit the depth and effectiveness of audience segmentation. By incorporating a broader range of criteria, marketers can create more relevant and personalized marketing efforts, ultimately leading to better engagement and conversion rates.