Formulating Your Campaign: Archetype

Market Segmentation

Part of the archetype element of the We Do Your Marketing Way

While DISC explains how a person thinks, segmentation explains who they are in society and how they exist within the marketplace.

Segmentation allows businesses to divide large audiences into smaller, highly specific groups based on shared characteristics. This ensures that marketing messages are:

Instead of speaking to everyone, segmentation allows you to speak directly to the right people.

Geographic Segmentation

Geographic segmentation divides audiences based on physical location.

This is essential for:

Common Geographic Targeting Factors:

Zip code / post code
City
County
Country
Population Density
Distance from action location
Climate
Time zone
Language

Used heavily in Local SEO, PPC targeting, direct mail, and event marketing.

Demographic Segmentation

Demographic segmentation classifies audiences based on measurable personal attributes. This is one of the most widely used segmentation types in digital marketing.

Common Demographic Targeting Factors:

Age
Gender
income
Occupation
Family size/marital status
Race/ethnicity
Religion
Education

Used heavily in social media advertising, CRM targeting, and content personalisation.

Psychographic Segmentation

Psychographic segmentation focuses on internal characteristics, lifestyle, and personal identity. This is where emotional marketing becomes powerful.

It allows you to shape:

Common Psychographic Targeting Factors:

This is where branding, storytelling, and emotional persuasion become strongest.

Behavioural Segmentation

Behavioural segmentation analyses how customers interact with brands, products, and websites. It is driven by real-world actions rather than assumptions.

Common Psychographic Targeting Factors:

This is used for retargeting, funnel optimisation, CRO (conversion rate optimisation), subscription marketing, as well as upsell and cross-sell strategies

How Segmentation Is Used in Real Campaigns

Segmentation determines:

Who your ads are shown to
What messaging they receive
Which product they see
Which channel they appear on
How much budget is allocated
How aggressive the CTA should be

Bad segmentation = wasted spend

Strong segmentation = measurable performance uplift

Example of Segmentation in Practice

Instead of targeting:

“People aged 25–55”

You would target:

This enables:

Business Size

See What We Recommend For Businesses Of Your Size

IT Maturity

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Sectors

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Aim

Archetype

Where

When

Reaction

Market Segmentation

Geographic Segmentation

This is essential for:

Common Geographic Targeting Factors:

Demographic Segmentation

Common Demographic Targeting Factors:

Psychographic Segmentation

It allows you to shape:

Common Psychographic Targeting Factors:

Behavioural Segmentation

Common Psychographic Targeting Factors:

How Segmentation Is Used in Real Campaigns

Example of Segmentation in Practice

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