• Doug Pittman

The Do’s and Don’ts of Segmentation in the Mobile Marketing Industry

Updated: Apr 20



Mobile devices are everywhere. They have literally become an extension of people’s physical self as the average person spends over 5 hours a day on their phone. Mobile marketing is not just a good idea anymore, it’s a necessity for traction in a mobile driven society. 57% of all web traffic originates from smartphones, so marketers are developing strategies to bring website and out of home creatives to consumer’s mobile devices. Creating custom content is the first step, but the real work is getting that creative into the hands of the consumers that matter most to a brand. Segmentation is everything.

Segmentation handles in many ways, but the most common is separating consumers as a whole into smaller clusters based on demographics, events, location, and more. This process requires extensive research and understanding of brand and consumer end goals. We have created a list of do’s and don’ts to help you along the way.

1. DON’T depend on demographics

Demographics are the easiest segmentation attribute to accumulate and divide. The information is readily available, and often included in the original app sign up for most users. Common demographics include:


  • Age

  • Religion

  • Ethnicity

  • Education

  • Income

  • Occupation



Where demographics are useful, they are not the finish line for an ideal consumer profile segmentation. Pairing demographic segmentation with consumer behavior, geographical location, and psychographics answer the deeper questions of your consumer profiling necessary for segmentation success.

2. DO outline the purpose for each segment

Distinguish the use for each segment used. A brand should choose properties that attribute to revenue, retention, consumer lifecycle, and more. Knowing how specific segmentation affects your marketing campaign and goals creates a higher conversion rate and richer engagement.

3. DON’T Keep the same segments for every campaign

Things change, it’s an inevitability that affects apps even more so than the average marketing endeavor. Apps add new features, new users, and change design frequently. Monitoring a current campaign will give you the data on what works, what doesn’t work, how users adapt to app updates, and more. Expand on consumer profiles based on information gathered during each campaign and grow the connection between an app and its users. Evolving attributes create a new standard in which to use for future campaign segmentation.

4. DO emphasize personalization in segmentation

Segmentation offers an opportunity to personalize the marketing message a brand sends out. Find the right details for the right people. Creating the perfect ad campaign for a specific group of consumers ensures a connection that goes beyond marketing strategy and develops into a long-lasting brand image.

Hitting the mark is not hard with the right tools. BoardActive uses the Visualmatic™ system to bring high impact visuals from brand down to mobile. The ability to create direct communication to app users is huge, but the power behind sending those messages when app users enter specific locations is monumental. Measure foot traffic, impression to point of sale ROI, and develop consumer buying patterns.


August 2nd, 2019 showcases the release of the Visualmatic™ feature, Audience. Audience focuses on filtering message campaigns to specific segments. This takes personalization to a whole new level, and apps need to be ready to embrace the influential change coming their way with Visualmatic™.