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• A Primer to Ethical Marketing : How to Build Trust in a Privacy-First World

  11 mars, par Alex Carmona — Marketing, Privacy, ethical marketing

  Imagine a marketing landscape where transparency replaces tactics, where consumer privacy is prioritised over exploitation, and where authentic value builds genuine relationships.

  This isn’t just an ideal—it’s the future of marketing. And it starts with ethical marketing practices.

  76% of consumers refuse to buy from companies they do not trust with their data. Ethical marketing has become essential for business survival. As privacy regulations tighten and third-party cookies phase out, marketers face a critical question : how can they balance effective, personalised campaigns whilst respecting privacy ?

  This comprehensive guide explores what ethical marketing is, the key principles behind ethical marketing practices, and practical strategies to implement an ethical approach that builds trust while driving growth.

  What is ethical marketing ? A comprehensive definition

  Ethical marketing places respect for consumer boundaries at its core whilst delivering genuine value. It prioritises transparent practices, honest communication, and fair value exchange with consumers. This approach represents a significant shift from traditional marketing, which often relied on collecting vast amounts of user data through invasive tracking methods and obscure policies.

  The modern approach to ethical marketing creates a foundation built on three key pillars :

  • User Control : Giving people genuine choice and agency over their data
  • Fair Value : Providing clear benefits in exchange for any data shared
  • Transparency : Being honest about how data is collected, used, and protected

  

  Key principles of ethical marketing

  Transparency

  Transparency means being clear and forthright about your marketing practices, data collection policies, and business operations. It involves :

  • Using plain language to explain how you collect and use customer data
  • Being upfront about pricing, product limitations, and terms of service
  • Disclosing sponsored content and affiliate relationships
  • Making privacy policies accessible and understandable

  When Matomo surveyed 2,000 consumers, 81% said they believe an organisation’s data practices reflect their overall treatment of customers. Transparency isn’t just about compliance—it’s about demonstrating respect.

  Honesty

  While similar to transparency, honesty focuses specifically on truthfulness in communications :

  • Avoiding misleading claims or exaggerations about products and services
  • Not manipulating statistics or research findings to support marketing narratives
  • Representing products accurately in advertisements and marketing materials
  • Acknowledging mistakes and taking responsibility when things go wrong

  Social responsibility

  Ethical marketing requires consideration of a brand’s impact on society as a whole :

  • Considering environmental impacts of marketing campaigns and business practices
  • Promoting diversity and inclusion in marketing representations
  • Supporting social causes authentically rather than through “purpose-washing”
  • Ensuring marketing activities don’t promote harmful stereotypes or behaviours

  Ethical marketing dilemmas : Navigating complex business decisions

  Data privacy concerns

  The digital marketing landscape has been transformed by increasing awareness of data privacy issues and stricter regulations like GDPR, CCPA, and upcoming legislation. Key challenges include :

  • The phase-out of third-party cookies, impacting targeting and measurement
  • Growing consumer resistance to invasive tracking technologies
  • Balancing personalisation with privacy (71% of consumers expect personalised experiences, yet demand privacy)
  • Ensuring compliance across different jurisdictional requirements

  Cultural sensitivity

  Global brands must navigate complex cultural landscapes :

  • Avoiding cultural appropriation in marketing campaigns
  • Understanding varied cultural expectations around privacy
  • Respecting local customs and values in international marketing
  • Adapting messaging appropriately for diverse audiences

  Environmental sustainability

  The environmental impact of marketing activities is under increasing scrutiny :

  • Digital carbon footprints from ad serving and website hosting
  • Waste generated from physical marketing materials
  • Promoting sustainable products honestly without greenwashing
  • Aligning marketing messages with actual business practices

  The benefits of ethical marketing

  For years, digital marketing has relied on third-party data collection and broad-scale tracking. However, new regulations such as GDPR, CCPA, and the end of third-party cookies are pushing brands to adopt ethical data practices.

  Increased customer loyalty

  Ethical marketing fosters deeper relationships with customers by building trust. Research consistently shows that consumers are more loyal to brands they trust, with 71% indicating they would stop buying from a brand if trust is broken.

  These trust-based relationships are more resilient during business challenges. When customers believe in a company’s integrity, they’re more likely to give the benefit of the doubt during controversies or service issues. They’re also more likely to provide constructive feedback rather than simply leaving for competitors.

  Perhaps most importantly, loyal customers become advocates, sharing positive experiences with others and defending the brand against criticism. This organic advocacy is far more powerful than paid promotions and reduces customer acquisition costs significantly over time.

  Enhanced brand reputation

  A strong ethical stance improves overall brand perception across multiple dimensions. Media outlets are increasingly focused on corporate behaviour, providing positive coverage for ethical practices that extends a brand’s reach organically.

  Social conversations about ethical brands tend to be more positive, with consumers sharing experiences and values rather than just discussing products. This creates a halo effect that benefits all aspects of the business.

  This enhanced reputation also provides resilience during public relations challenges. Organisations with strong ethical foundations find it easier to navigate controversies because they’ve built a reservoir of goodwill with customers, employees, and other stakeholders.

  Competitive advantage

  Ethical marketing provides several distinct competitive advantages in modern markets. It helps brands access privacy-conscious consumer segments that actively avoid companies with questionable data practices. These segments often include higher-income, educated consumers who are valuable long-term customers.

  Ethical approaches also reduce vulnerability to regulatory changes and potential penalties. As privacy laws continue to evolve globally, organisations with strong ethical foundations find compliance easier and less disruptive than those scrambling to meet minimum requirements.

  Perhaps most significantly, ethical marketing supports more sustainable growth trajectories. While manipulative tactics might drive short-term results, they typically lead to higher churn rates and increasing acquisition costs. Ethical approaches build foundations for long-term success and stable growth.

  For a detailed roadmap, download the Ethical Marketing Guide.

  Case studies : Ethical marketing in action

  Patagonia : Purpose-driven marketing

  Patagonia integrates sustainability into its marketing, reinforcing its commitment to ethical business practices. By aligning with social causes, the brand strengthens customer loyalty.

  Apple : Privacy as a competitive advantage

  Apple positions itself as a leader in consumer privacy, ensuring data protection remains central to its marketing strategy. This commitment has become a key differentiator in the tech industry.

  Matomo : The ethical analytics tool

  Matomo offers privacy-first analytics that prioritise data ownership and compliance. Businesses using Matomo benefit from accurate insights while respecting user privacy.

  These companies demonstrate that ethical marketing is not just a compliance requirement—it is a long-term competitive advantage.

  Strategies for implementing ethical marketing

  Aligning marketing efforts with brand values

  Consistency between values and actions is essential for ethical marketing. This alignment starts with a clear understanding of what your organisation truly stands for—not just aspirational statements, but genuine commitments that inform daily decisions.

  Implementing this alignment requires cross-functional collaboration. Marketing teams need to work closely with product development, customer service, and leadership to ensure consistency across all touchpoints. When different departments send contradictory messages about company values, trust erodes quickly.

  Clear guidelines help marketing teams apply values in practical decisions, from campaign concepts to media placements. Regular ethical reviews of marketing plans can identify potential issues before campaigns launch, avoiding reactive corrections that damage credibility.

  Privacy-first data strategies

  Developing robust approaches to customer data is fundamental to ethical marketing. This starts with prioritising first-party data (collected directly from your own channels) and zero-party data (actively shared by customers through preference centres, surveys, and similar mechanisms).

  Measuring success doesn’t have to come at the expense of privacy. Ethical analytics provide accurate insights while protecting user data, ensuring compliance, and enhancing customer trust.

  Ethical personalisation approaches focus on using aggregated or anonymised data rather than individual tracking. This allows for relevant experiences without the invasive feeling that erodes trust when consumers feel watched across the internet.

  Most importantly, ethical data strategies create transparent value exchanges where users clearly understand what benefits they receive in return for sharing information. This reciprocity transforms data collection from exploitation to fair exchange.

  Measuring success ethically

  Traditional marketing measurement often relies on individual-level tracking across sites and platforms. Ethical approaches require adapting these frameworks to respect privacy while still demonstrating impact.

  Focusing on aggregate patterns rather than individual behaviour provides valuable insights without privacy invasions. For example, understanding that 30% of visitors to a specific page subsequently make purchases is actionable intelligence that doesn’t require tracking specific people.

  Incrementality testing measures campaign impact by comparing outcomes between exposed and control groups at an aggregate level. This provides more accurate attribution than traditional last-click models while respecting privacy boundaries.

  Server-side conversion tracking offers another ethical measurement approach, collecting necessary data on your servers rather than through client-side scripts vulnerable to blocking. This improves data accuracy while reducing reliance on cookies and browser storage.

  Implementing ethical marketing strategies : A practical framework

  1. Align marketing with brand values – Ensure campaigns reflect transparency and trust

  2. Leverage first-party data – Collect insights directly from consumers with clear consent

  3. Respect privacy and consent – Give users control over their data and clearly communicate its use

  4. Create value-driven content – Offer educational and relevant resources instead of relying solely on advertising

  5. Use privacy-compliant analytics – Switch to ethical platforms such as Matomo for responsible performance measurement

  For a step-by-step guide to implementing ethical marketing strategies, download the full report here.

  

  The future of ethical marketing

  With the decline of third-party cookies and the rise of privacy regulations, ethical marketing is no longer optional. Brands that adopt privacy-first practices now will gain a sustainable competitive edge in the long term. The future of marketing belongs to brands that earn consumer trust, not those that exploit it.

  Key trends shaping the future of marketing include :

  • Privacy-first analytics to replace invasive tracking
  • First-party and zero-party data strategies for direct consumer engagement
  • Consent-driven personalisation to balance relevance and privacy
  • Greater emphasis on corporate social responsibility in marketing initiatives

  Companies that proactively address these changes will build stronger customer relationships, enhance brand reputation, and ensure long-term success.

  Take the next step

  Ready to transform your marketing approach for 2025 and beyond ?

  Download Matomo’s comprehensive “2025 Ethical Marketing Field Guide” to get practical frameworks, implementation strategies, and real-world case studies that will help you build trust while driving growth.

  With detailed guidance on first-party data activation, consent-based personalisation techniques, and privacy-preserving analytics methods, this guide provides everything you need to future-proof your marketing strategy in a privacy-first world.

  

  Download the ethical marketing guide now to start building stronger, more trusted relationships with your customers through ethical marketing practices.

• SEO for Financial Services : The Ultimate Guide

  26 juin 2024, par Erin

  You know that having a digital marketing strategy is crucial for helping your financial services business capture the attention and trust of potential customers and thrive in an increasingly competitive digital landscape.

  The question is — what’s the best way to go about improving your ranking in SERPs and driving organic traffic to your website ? 

  That’s where SEO strategies for financial services come into play. 

  This article will cover everything your company needs to know about SEO for financial services — from the unique challenges you’ll face to the proven tips and strategies you can implement to boost your ranking in SERPs. 

  What is SEO for financial services ? 

  SEO — short for search engine optimisation — refers to optimising your content and website for search engines, particularly Google. 

  The main goal of an SEO strategy is to make your site search-engine-friendly, show that you’re a trusted source and increase the likelihood of appearing in SERPs when potential customers look up relevant keywords — ultimately driving organic visibility and traffic. 

  Now, when it comes to evaluating the success of your financial services SEO strategy, there are certain key performance indicators (KPIs) you should keep track of — including : 

  • SEO ranking, or the position your web pages show up in SERPs for specific search terms (the terms and phrases identified during keyword research) 
  • SEO Score, which shows a website’s overall SEO health and indicates how well it will rank in SERPs
  • Impressions, or the number of times users saw your pages when they looked up relevant search terms 
  • Organic traffic, or the number of people that visit your website via search engines
  • Engagement metrics, such as time on page, pages per session, and bounce rate 
  • Conversion rates from website traffic, including both “hard” conversions (lead generation and purchases) and “soft” conversions (such as newsletter subscriptions) 

  It’s important to note that the financial services industry is incredibly competitive — especially given the large-scale digital transformations in the financial sector and the rise of fintech companies. 

  According to a 2022 report, the global market for financial services was valued at $25.51 trillion. Moreover, it’s expected to grow at a compound annual growth rate of 9.7%, reaching $58.69 trillion by 2031.

  Importance and challenges of financial services SEO 

  The financial services industry is changing rapidly, mainly driven by globalisation, innovation, shifting economies, and compliance risks. It’s crucial for financial service companies to develop effective SEO strategies that align with the opportunities and challenges unique to this sector. 

  Certain benefits of a well-executed SEO strategy, namely, better search engine rankings, driving more search traffic, delivering a better user experience, and maximising ROI and promoting business growth, are “universal.” 

  

  Financial services SEO efforts can provide a number of benefits. It can help you : 

  • Improve lead generation and customer acquisition ; the more search traffic you get, the higher the chances of converting visitors into potential clients 
  • Build a strong online presence and brand awareness, which comes as a result of increased visibility in organic search results and reaching a wider audience 
  • Increase your credibility and authority within the industry, primarily through high-quality content that shows your expertise and backlinks from authoritative websites 
  • Gain a competitive edge by analysing and outranking your main competitors 

  That said, financial services companies face some unique challenges :

  High competition : The digital arena for financial services is highly competitive, with numerous companies vying for the same business.

  YMYL (Your Money or Your Life) content : Google’s YMYL framework places higher scrutiny on financial content, demanding higher standards for experience, expertise, authoritativeness, and trustworthiness. We’ll cover this topic in greater detail shortly.

  Regulatory changes and compliance : The financial services sector is characterised by constant regulatory changes and new compliance requirements that businesses must navigate. Sometimes this makes it difficult to gather insights and market to your audience. 

  As a privacy-fist, compliant web analytics solution Matomo can provide valuable insights to support your SEO efforts. Matomo ensures compliance with privacy laws — including GDPR, CCPA and more — and provides 20-40% more comprehensive data than Google Analytics.

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  8 proven strategies for implementing SEO for financial services 

  SEO for financial services involves a wide range of strategies — including keyword optimisation, technical SEO, content marketing, link building and other off-page SEO activities — that can help your website rank higher in SERPs. 

  Of course, it’s not just about better search rankings. It’s about attracting the right search traffic to your website — potential clients interested in your financial services.

  Here are some proven financial services SEO strategies you should implement : 

  1. Build trust and topical authority 

  Financial services content typically covers more complex topics that could impact the reader’s financial stability and well-being — or, as Google calls them, “Your Money or Your Life” topics (YMYL). As such, it’s subject to much stricter quality standards. 

  To improve your YMYL content, you’ll need to apply the E-E-A-T framework — short for “Experience, Expertise, Authority, and Trust”. 

  This is a key part of Google’s search rater guidelines for evaluating a website’s quality and credibility. 

  The E-E-A-T standards become even more relevant to financial topics such as investment strategies, financial advice, taxes, and retirement planning. 

  In that sense, the overarching goal of your content strategy should be to build customer trust by demonstrating real expertise and topical authority through in-depth educational content. 

  2. Earn reputable external links through link-building 

  You also need to monitor your off-page SEO—factors outside your website that can’t be directly controlled but can still build trust and contribute to better ranking in SERPs. 

  These include everything from social media engagement and unlinked brand mentions in blog posts, news articles, user reviews and social media discussions — to inbound links from other reputable websites in the finance industry.

  That brings us to high-quality backlinks as a significant factor for YMYL content that can improve your financial services website’s SEO performance : 

  Earning external links can improve your domain authority and reinforce your brand’s position as a reliable source in the financial services niche — which, in turn, can contribute to better search engine rankings and drive more website traffic. 

  Here are a few link-building strategies you can try : 

  • Use tools like Ahrefs and Semrush to look for reputable websites and then request for them to link to your site
  • Demonstrate your expertise and get backlinks from reputable media outlets through Help a Reporter Out (HARO) 
  • Reach out to authoritative websites that mention your company without linking to you directly and ask them to include a link to your websit

  3. Conduct an SEO audit 

  An SEO audit is a key step in developing and implementing a successful financial SEO strategy. It sets the foundation for all your future efforts — and allows you to measure progress further down the line. 

  You’ll need to perform a comprehensive SEO audit, covering both the existing content and technical aspects of your website — including : 

  • Indexing issues
  • Internal linking and site architecture 
  • Duplicate content 
  • Backlink profile 
  • Broken links 
  • Page titles and metadata 

  It’s possible to do this manually, third-party tools will allow you to dig deeper and speed up the process. Ahrefs and Screaming Frog — to name a few — can help you evaluate your website’s overall health and structure. And, with a web analytics platform like Matomo you can easily measure the success of your SEO efforts.

  But this shouldn’t be a one-time thing ; be sure to perform audits regularly — ideally every six months. 

  4. Understand your target audience

  You can’t create helpful content without learning about your customers’ needs, pain points and preferences. 

  For example, a financial service provider focusing on individuals nearing retirement would prioritise content that educates on retirement planning strategies, investment options for seniors, and tax-efficient withdrawal strategies, aiming to guide clients through the transition from saving to managing retirement funds effectively.

  In contrast, a provider targeting small business owners would emphasise content related to small business loans, funding options, and financial management advice tailored to entrepreneurs seeking to expand their businesses and navigate financial challenges effectively.

  So, before you dive into keyword research and content creation, ensure you have a deep understanding of your target audience. 

  Identifying different audience categories and developing detailed customer personas for each segment is crucial for creating content that resonates with them and aligns with their search intent. 

  Matomo’s Segmentation tool can be of huge help here. It allows you to divide your audience into smaller groups based on factors like demographics and website interactions : 

  

  In addition to that, you can : 

  • Engage with your frontline teams that interact directly with clients to gain deeper insights into prospects’ needs and concerns
  • Track social media channels and other online discussions related to the financial world and your audience
  • Gather qualitative insights from your site visitors through the Matomo Surveys plugin (questions like “What financial services are you most interested in ?” or “Are there any specific financial topics you would like us to cover in more detail ?” will help you understand your visitors better)
  • Watch out for financial trends and developments that could directly impact your audience’s needs and preferences 

  5. Identify new opportunities through keyword research 

  Comprehensive keyword research can help you identify key search terms — specific phrases that potential customers may use when looking up things related to their finances. 

  It’s best to start with a brainstorming session and assemble a list of relevant topics and core keywords. Once you have an initial list, use tools like Ahrefs and Semrush to get more keyword ideas based on your seed keywords, including : 

  • More specific long-tail keywords — and often less competitive — indicate a clearer intent to convert. For example :

  • • “low-risk investment options for retirees”
    • “financial planning for freelancers”
    • “small business loan requirements”

  • Keywords that your competitors already rank for. For instance :

  • • If a competing investment firm ranks for “best investment strategies for beginners,” targeting similar keywords can attract novice investors.
    • A competitor’s high ranking for “life insurance quotes online” suggests potential to optimise your own content around similar terms.
  • Location-specific keywords (if you have physical store locations)

  Google Search Console can provide information about the search terms you’re already ranking for — including underperforming content that may benefit from further optimisation. If you want deeper SEO insights, you can import your search keywords into Matomo. 

  While you’re at it, try Matomo’s Site Search feature, too. It will show you the exact terms and phrases visitors enter when using your website’s search bar — and you can use that information to find more content opportunities.

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  Of course, not all keywords are equal — and it would be impossible to target them all. Instead, prioritise keywords based on two factors : 

  • Search volume, which indicates the “popularity” of a particular query
  • Keyword difficulty, which indicates how hard it’ll be to rank for a specific term, depending on domain authority, search volume and competition 

  

  6. Find your main organic competitors 

  Besides performing an SEO audit, finding your core keywords, and researching your target market, competitor analysis is another crucial aspect of SEO for finance companies. 

  Before you start, it’s important to differentiate between your main organic search competitors and your direct industry competitors : 

  You’ll always have direct competitors — other financial services brands offering similar products and services and targeting the same audience as you.

  However, regarding search results, your financial services business won’t be in a “bubble” specifically reserved for the financial industry. Depending on the specific search queries — and the search intent behind them — SERPs could feature a wider range of online content, from niche finance blogs to news websites, and huge financial publications.

  Even if another company doesn’t offer the same services, they’re an organic competitor if you’re both ranking for the same keywords. 

  Once you determine who your main organic competitors are, you can analyse their websites to : 

  • Check how they’re getting search traffic 
  • See which types of content they’re publishing 
  • Find and fill in any potential content gaps 
  • Assess the quality of their backlink profile 
  • See if they currently have any featured snippets

  7. Consider local SEO

  According to a 2023 survey, 21% of US-based consumers report using the internet to look up local businesses daily, while another 32% do so multiple times a week. 

  Local SEO is worth investing in as a financial service provider, especially with physical locations. Prospective clients will typically look up nearby financial services when they need additional information or are ready to engage in financial planning, investment, or other financial activities.

  Here are a few suggestions on how to optimise your site for local searches : 

  • Create listings on online business directories, like Google Business Profile (previously known as Google My Business)
  • If your financial service company operates in more than one physical location, be sure to create a separate Google Business Profile for each one 
  • Identify location-specific keywords that will help you rank in local SERPs
  • Make sure that your name, address, and phone number (NAP) citations are correct and consistent 
  • Leverage positive customer reviews and testimonials as social proof

  8. Optimise technical aspects of your website 

  Technical SEO — which primarily deals with the website’s underlying structure — is another crucial factor that financial services brands must monitor. 

  It’s an umbrella term that covers a wide range of elements, including : 

  • Site speed 
  • Indexing issues 
  • Broken links, orphaned pages, improper redirects 
  • On-page optimisation 
  • Mobile responsiveness

  In 2020, Google introduced Core Web Vitals, a set of metrics that measure web page performance in three key areas — loading speed, responsiveness and visual stability. 

  Given that they’re now a part of Google’s core ranking systems, you should consider using Matomo’s SEO Web Vitals feature to monitor these crucial metrics. Here’s why :

  When technical aspects of your website — namely, site speed and mobile responsiveness — are properly optimised, you can deliver a better user experience. That’s what Google seeks to reward. 

  Plus, it can be a critical brand differentiator for your business. 

  Conclusion 

  Investing in SEO for financial services is crucial for boosting online visibility and driving organic traffic and business growth. However, one thing to keep in mind is that SEO efforts shouldn’t be a one-time thing : 

  SEO is an ongoing process, and it will take time to establish your company as a trustworthy source and see real results. 

  You can start building that trust by using a web analytics platform that offers crucial insights for improving your website’s ranking in SERPs and maintains full compliance with GDPR and other privacy regulations. 

  That’s why Matomo is trusted by more than 1 million websites around the globe. As an ethical alternative to Google Analytics that doesn’t rely on data sampling, Matomo is not only easy to use but more accurate, too — providing 20-40% more data compared to GA4. 

  Sign up for a 21-day free trial and see how Matomo can support your financial services SEO strategy. No credit card required.

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• 10 Customer Segments Examples and Their Benefits

  9 mai 2024, par Erin

  Now that companies can segment buyers, the days of mass marketing are behind us. Customer segmentation offers various benefits for marketing, content creation, sales, analytics teams and more. Without customer segmentation, your personalised marketing efforts may fall flat. 

  According to the Twilio 2023 state of personalisation report, 69% of business leaders have increased their investment in personalisation. There’s a key reason for this — customer retention and loyalty directly benefit from personalisation. In fact, 62% of businesses have cited improved customer retention due to personalisation efforts. The numbers don’t lie. 

  Keep reading to learn how customer segments can help you fine-tune your personalised marketing campaigns. This article will give you a better understanding of customer segmentation and real-world customer segment examples. You’ll leave with the knowledge to empower your marketing strategies with effective customer segmentation. 

  What are customer segments ?

  Customer segments are distinct groups of people or organisations with similar characteristics, needs and behaviours. Like different species of plants in a garden, each customer segment has specific needs and care requirements. Customer segments are useful for tailoring personalised marketing campaigns for specific groups.

  Personalised marketing has been shown to have significant benefits — with 56% of consumers saying that a personalised experience would make them become repeat buyers. 

  Successful marketing teams typically focus on these types of customer segmentation :

  

  1. Geographic segmentation : groups buyers based on their physical location — country, city, region or climate — and language.
  2. Purchase history segmentation : categorises buyers based on their purchasing habits — how often they make purchases — and allows brands to distinguish between frequent, occasional and one-time buyers. 
  3. Product-based segmentation : groups buyers according to the products they prefer or end up purchasing. 
  4. Customer lifecycle segmentation : segments buyers based on where they are in the customer journey. Examples include new, repeat and lapsed buyers. This segmentation category is also useful for understanding the behaviour of loyal buyers and those at risk of churning. 
  5. Technographic segmentation : focuses on buyers’ technology preferences, including device type, browser type, and operating system. 
  6. Channel preference segmentation : helps us understand why buyers prefer to purchase via specific channels — whether online channels, physical stores or a combination of both. 
  7. Value-based segmentation : categorises buyers based on their average purchase value and sensitivity to pricing, for example. This type of segmentation can provide insights into the behaviours of price-conscious buyers and those willing to pay premium prices. 

  Customer segmentation vs. market segmentation

  Customer segmentation and market segmentation are related concepts, but they refer to different aspects of the segmentation process in marketing. 

  Market segmentation is the broader process of dividing the overall market into homogeneous groups. Market segmentation helps marketers identify different groups based on their characteristics or needs. These market segments make it easier for businesses to connect with new buyers by offering relevant products or new features. 

  On the other hand, customer segmentation is used to help you dig deep into the behaviour and preferences of your current customer base. Marketers use customer segmentation insights to create buyer personas. Buyer personas are essential for ensuring your personalised marketing efforts are relevant to the target audience. 

  10 customer segments examples

  Now that you better understand different customer segmentation categories, we’ll provide real-world examples of how customer segmentation can be applied. You’ll be able to draw a direct connection between the segmentation category or categories each example falls under.

  One thing to note is that you’ll want to consider privacy and compliance when you are considering collecting and analysing types of data such as gender, age, income level, profession or personal interests. Instead, you can focus on these privacy-friendly, ethical customer segmentation types :

  1. Geographic location (category : geographic segmentation)

  The North Face is an outdoor apparel and equipment company that relies on geographic segmentation to tailor its products toward buyers in specific regions and climates. 

  For instance, they’ll send targeted advertisements for insulated jackets and snow gear to buyers in colder climates. For folks in seasonal climates, The North Face may send personalised ads for snow gear in winter and ads for hiking or swimming gear in summer. 

  The North Face could also use geographic segmentation to determine buyers’ needs based on location. They can use this information to send targeted ads to specific customer segments during peak ski months to maximise profits.

  2. Preferred language (category : geographic segmentation)

  Your marketing approach will likely differ based on where your customers are and the language they speak. So, with that in mind, language may be another crucial variable you can introduce when identifying your target customers. 

  Language-based segmentation becomes even more important when one of your main business objectives is to expand into new markets and target international customers — especially now that global reach is made possible through digital channels. 

  Coca-Cola’s “Share a Coke” is a multi-national campaign with personalised cans and bottles featuring popular names from countries around the globe. It’s just one example of targeting customers based on language.

  3. Repeat users and loyal customers (category : customer lifecycle segmentation)

  Sephora, a large beauty supply company, is well-known for its Beauty Insider loyalty program. 

  It segments customers based on their purchase history and preferences and rewards their loyalty with gifts, discounts, exclusive offers and free samples. And since customers receive personalised product recommendations and other perks, it incentivises them to remain members of the Beauty Insider program — adding a boost to customer loyalty.

  By creating a memorable customer experience for this segment of their customer base, staying on top of beauty trends and listening to feedback, Sephora is able to keep buyers coming back.

  

  4. New customers (category : customer lifecycle segmentation)

  Subscription services use customer lifecycle segmentation to offer special promotions and trials for new customers. 

  HBO Max is a great example of a real company that excels at this strategy : 

  They offer 40% savings on an annual ad-free plan, which targets new customers who may be apprehensive about the added monthly cost of a recurring subscription.

  This marketing strategy prioritises fostering long-term customer relationships with new buyers to avoid high churn rates. 

  5. Cart abandonment (category : purchase history segmentation)

  With a rate of 85% among US-based mobile users, cart abandonment is a huge issue for ecommerce businesses. One way to deal with this is to segment inactive customers and cart abandoners — those who showed interest by adding products to their cart but haven’t converted yet — and send targeted emails to remind them about their abandoned carts.

  E-commerce companies like Ipsy, for example, track users who have added items to their cart but haven’t followed through on the purchase. The company’s messaging often contains incentives — like free shipping or a limited-time discount — to encourage passive users to return to their carts. 

  Research has found that cart abandonment emails with a coupon code have a high 44.37% average open rate. 

  6. Website activity (category : technographic segmentation)

  It’s also possible to segment customers based on website activity. Now, keep in mind that this is a relatively broad approach ; it covers every interaction that may occur while the customer is browsing your website. As such, it leaves room for many different types of segmentation. 

  For instance, you can segment your audience based on the pages they visited, the elements they interacted with — like CTAs and forms — how long they stayed on each page and whether they added products to their cart. 

  Matomo’s Event Tracking can provide additional context to each website visit and tell you more about the specific interactions that occur, making it particularly useful for segmenting customers based on how they spend their time on your website. 

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  Amazon segments its customers based on browsing behaviour — recently viewed products and categories, among other things — which, in turn, allows them to improve the customer’s experience and drive sales.

  7. Traffic source (category : channel segmentation) 

  You can also segment your audience based on traffic sources. For example, you can determine if your website visitors arrived through Google and other search engines, email newsletters, social media platforms or referrals. 

  In other words, you’ll create specific audience segments based on the original source. Matomo’s Acquisition feature can provide insights into five different types of traffic sources — search engines, social media, external websites, direct traffic and campaigns — to help you understand how users enter your website.

  You may find that most visitors arrive at your website through social media ads or predominantly discover your brand through search engines. Either way, by learning where they’re coming from, you’ll be able to determine which conversion paths you should prioritise and optimise further. 

  8. Device type (category : technographic segmentation)

  Device type is customer segmentation based on the devices that potential customers may use to access your website and view your content. 

  It’s worth noting that, on a global level, most people (96%) use mobile devices — primarily smartphones — for internet access. So, there’s a high chance that most of your website visitors are coming from mobile devices, too. 

  However, it’s best not to assume anything. Matomo can detect the operating system and the type of device — desktop, mobile device, tablet, console or TV, for example. 

  By introducing the device type variable into your customer segmentation efforts, you’ll be able to determine if there’s a preference for mobile or desktop devices. In return, you’ll have a better idea of how to optimise your website — and whether you should consider developing an app to meet the needs of mobile users.

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  9. Browser type (category : technographic segmentation)

  Besides devices, another type of segmentation that belongs to the technographic category and can provide valuable insights is browser-related. In this case, you’re tracking the internet browser your customers use. 

  Many browser types are available — including Google Chrome, Microsoft Edge, Safari, Firefox and Brave — and each may display your website and other content differently. 

  So, keeping track of your customers’ preferred choices is important. Otherwise, you won’t be able to fully understand their online experience — or ensure that these browsers are displaying your content properly. 

  

  10. Ecommerce activity (category : purchase history, value based, channel or product based segmentation) 

  Similar to website activity, looking at ecommerce activity can tell your sales teams more about which pages the customer has seen and how they have interacted with them. 

  With Matomo’s Ecommerce Tracking, you’ll be able to keep an eye on customers’ on-site behaviours, conversion rates, cart abandonment, purchased products and transaction data — including total revenue and average order value.

  Considering that the focus is on sales channels — such as your online store — this approach to customer segmentation can help you improve the sales experience and increase profitability. 

  Start implementing these customer segments examples

  With ever-evolving demographics and rapid technological advancements, customer segmentation is increasingly complex. The tips and real-world examples in this article break down and simplify customer segmentation so that you can adapt to your customer base. 

  Customer segmentation lays the groundwork for your personalised marketing campaigns to take off. By understanding your users better, you can effectively tailor each campaign to different segments. 

  If you’re ready to see how Matomo can elevate your personalised marketing campaigns, try it for free for 21 days. No credit card required.

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