Time to Change Your Communication Strategy: Part 2 – So what next?

Hope my earlier write up brings out a sense of urgency to start segmenting and to amend the style of communication and in case you still don’t feel the need, you should try reading it again; here you go –Part 1

Now that we have started with basic segments, but for you to actually start seeing high returns you need to further personalize your communication with subscribers. Detailed personalization essentially means a further deep dive into all the details you have about the subscriber.

I will give some crisp insights on how brands from different domains can innovate and make the most out of segmentation.

Online and Offline Retail 

1. Retail
   Segment – Subscribers who have transacted using a Credit Card
   Campaign Concept – 0% EMI campaign for different products
2. Retail
   Segment– Subscribers using IOS Operating System
   Campaign Concept – Promoting products with a higher ticket size and not discount driven
3. Retail
   Segment – Cash on Delivery Customers
   Campaign Concept – Safety and Security of platform and how safe it is to transact

Banking & Financial Sector

1. Mutual Fund
   Segment – Working Professionals
   Campaign Concept – Is your Salary disappearing?
   Time of the Campaign – Start of the month when salaries get credited
2. Banking
   Segment – No usage of Debit card for the last 30days
   Campaign Concept –  Campaign giving reasons for them to use Debit Card. (Highlighting exclusive discounts + tie ups with retails)
3. Securities
   Segment – Users who trade over the call and are opening emails on a  Mobile device
   Campaign Concept – How easy it is to trade on our Mobile device?

Other Sectors [Entertainment, Education & Media]

1. Movie Theater
   Segment – User who has watched 3+ Salman Khan movies & is from Mumbai
   Campaign Concept – Tickets for premier held for a Salman Khan movie in Mumbai & chance to click a snap with him.
2. Education
   Segment – Existing students & alumni of last 5years who have a younger sibling
   Campaign Concept  – Discounted Counseling session for the Siblings
3. Media
   Segment – Users who commented on a blog from the Politics Category 5+ times
   Campaign Concept –   Top 5 updates in political section every week

These were just a few examples of how brands can move beyond the obvious segments, but there is a lot more that you can explore. The problem today with brands and CMO’s is that they don’t have the right mind-set; they have the data, they have the tools but, they still don’t want to SEGMENT.

I will conclude with a quote:

“Segmentation is a MINDSET – ones who develop it Grow, and those who don’t would be History.”