Good morning. I hope you can hear me and you can see my slides. My name is Chwe Yuzo and this morning, I'll be speaking on effective digital segmentation and positioning. Before I go into my presentation a little bit about myself.I have over 25 years experience in product development, retail, banking, consumer behavior, and marketing, as well as technology and payment. Over the years, I've worked in different reputable global financial institutions. However, in 2019, I left banking and I decided to join network international payment services as the regional director for West and Central Africa. I'm a chartered banker. I'm also a member of the Chartered Institute of Bankers in Scotland. I'm a member of the Associate Chartered Institute of Bankers in Nigeria. I had my MB A from Bangor Business School in Wales and um my MS C from University of Liverpool in Global consumer marketing. My first degree was in economics and then I have um a postgraduate diploma in digital business management. So um right into my presentation history tells us that market segmentation is an increasingly important part of a strong marketing strategy and it can make all the difference.

It's about the demographic, the psychographic, the geography and the behavioral pattern of the customers that enables a company to be able to develop a strong marketing strategy and be able to compete effectively. When we understand our market segmentation, we can then decide to slide customer base into different components by using the appropriate marketing persona to target the right customers. For full optimization of the relationship, it can be data driven or it can be budget driven, it can even go both ways. So when it's data driven, it the rule of the term by understanding who your customers are and knowing narrowing your customer base, it is, it also helps you to understand the buyer journey, the end to end buyer journey that will eventually lead to a conversion. It helps to customize the right tone and style to communicate with the customers. And it is also important to segment based on your marketing budget. How much do you have to spend? How relevant will you be able to cross sell up, sell deep, sell opportunities to this segment?

You can be able to optimize sales, customer segmentation and targeting customer segmentation is imperative to help a business identify the different customer types and offer value proposition that can drive a customer centric strategy. It also helps to eliminate churn and also ensure retention is improved in a rapidly changing environment. The right segmentation and targeting, we help to identify new trends values in both new and existing markets, the segmentation targeting and positioning processes all evolve into the marketing mix.

This is by understanding your USB what is your unique selling point? How do you want to focus on each market? How do you want to determine the best possible ways to connect with the customers? How do you want to scale up in the various markets by ensuring that you maximize the four piece of the marketing strategy, which is the product, the price, the place and the promotion in the digital era. We all know that digitalization has taken over our lives, right? It affects the way we wake up, the way we sleep. The way we walk, everything we do is about digital. Once we wake up in the morning, the first thing we do is we grab our phone is either we are checking what is happening online or we are heading straight into the social media to join conversations that are. So in this digital age segmentation is quite it is about the social media platform available to the target market, the content they consume online with digitalization, the market is fragmented because the different segments are reflecting a variant of the buyer and what every segment and generation is considered differently based on their preference, social media channels.

It is not about if I'm black, white, yellow, tall, dark or where I live. It is more about segmentation based on where I spend time, digitally customer segmentation in the digital era. Cannot be generalized, you cannot clone us together. No, in that way, you're missing out the right customers. Each customer touch point is customized based on their unique set of preferences that we accelerate the moment. What is digital STP digital segmentation targeting and positioning? It is about the million users today. Statistics tell us that there are about 7.8 billion people in the world and 66% of these people all have mobile phones. Over 50% of them are in one social media platform or the other and have internet access. It is about cost effectiveness. It is about targeted messaging and viral messaging. If we all remember the share a Coke campaign in 2011 where Coke just wanted to do something in Australia to be able to attract the young adults. They just wanted to increase their market share in Australia. The target market was actually young adults in Australia. And what did Coke do? They just printed 150 common Australian names on different um coke bottles. And before you could say Jack, it was all over the social media people all over the world. They were sent, oh, please print my name. I need my name to be on the Coke bottle. And guess what happened within that period of time? Coca Cola had 18.3 million impressions. Their Facebook content increased by 870%.

And in Australia consumption of Coke in young adults increased by 7%. So it was a targeted message but it went viral. It is about about being specific. What are you saying to the clients that you have segmented? It is about being measurable. Most times we all forget that social media segmentation must be measured. There must be the appropriate KP I and metrics to measure what you have put in there. It is about being attainable, relevant and time bound. This is just the statistics of what is happening in the world.

7.8 billion people, 5.2 billion people have one mobile uh mobile phone users. 4.6 million are internet users and 4.2 billion are active on social media segmentation in the digital area era is about digital behavior. It is about digital capability, it is about digital trust of the target audience.

This is what will guide us in positioning the right product, the digital environment today of our customers is very important. Where do they go to digitally? How much time do they spend online, the mobile devices they use and of course, which websites do they visit? And key search words, it involves the ability to create accurate forecast for that can help in higher conversion and customer satisfaction. If you are seeing my screen, you can see the little cartoon prior to now. When you go out to dinner with friends, they bring the meal, you taste it, you try it and you give your comment. It's delicious. It's yummy and all that. But what happens today when we go out for dinner, they bring the meal. You're not looking for the cutlery. The first thing people do is that they pull out their phone and they are taking a picture of the meal and they are sending it to friends online. They are posting it, they are clicking, they are commenting on how good or bad the food is or the environment where they are. So it is no longer sufficient to segment based on the demographic or the geography or other factors. It is more about segmenting based on how knowledgeable your customers are. The digital tools they are using their comfort level and how much data they are willing to share. It is about constantly tracking the customers like how they buy their behavior in order to influence their purchases.

The new digital world is bring your own persona come the way you are. You don't have to be tall. You don't have to be fair. You don't have to live in Nigeria. You don't have to live in us, just come the way you are and I'll be able to segment you. Every digital user brings their own unique digital profile and set of behavior to every situation. Most importantly, when we digitalize and segment our customers, it is important to understand how the customers behave, understand how the customers behave online, what they are doing, lose them. It is about engaging. It is about customizing. It is about connecting and collaborating with the customers.

It is about creating content that spark curiosity among the customers. They are able to read, they can listen, they can watch and ideally share with others. We all know today that mobile devices, mobile computing has made it possible for customers to connect seamlessly. Once people get into a place, they are looking for Wi Fi to connect and they are looking for what is trending to either make one comment or the other. It is about effective and impactful digital connection. It is about customizing, defining the customer journey, defining the customer shopping experience so that you can help the clients make a choice, you know, so when people are online shopping, they they are not there, you're not there to tell them. Oh the red color is better, the blue color is better and other people can you can customize. So people this really looks nice. You can take a 3d view of the shoes or the dress and all that so that they can be able to make up their mind and decide what they want to buy. It is about offering products and services that are adaptable to the different customers needs through customization. It is about connecting and collaborating today. We all know that a lot of conversations are happening online. People rely more on social media recommendation and advice before they make a decision on what they want to buy. I want to buy a pair of shoes. I go online.

I'm reading what people are talking about the product I want to buy. I'm looking at the recommendation. I want to check into a hotel. I'm going on vacation. I go and read the review. I rely more on the review and recommendation of people before I can make a decision. So it's about connecting. What are your customers saying online? How are you digitally connecting and collaborating with them so that you can be able to offer products and services that meet the customer's need? And finally, digi digital segmentation is about the product, the service and the pricing. In most cases, when you see businesses segment, they forget that the product, the product you're putting online is important. How the customers see the product is important. What are you trying to say about the product? Are you trying to put the product online and say no, it's for a specific kind of people. Are you putting the product online without defining what the products do? So it's important that when you do your digital segmentation, don't forget you have to spend time looking at the product strategy. How will these clients see the product online? How will the segment market, see the product online? How will I be able to connect?

So that when they see the product, they are able to understand that this is actually what I need and the service strategy over the years, we've come to see that most times the service, um, customer service online is very poor because companies are not putting in effort into ensuring that services online is as good as services that you receive in the shop.

So today I go to the physical shop, I want to buy a pair of shoes and they tell me, oh, this sale is final. If you buy the shoes, if you want to return it, you have to return it with the box. Do you want the box or the shoes? And I say, ok, give me the shoe and the box. So if I want to return it, I can take back the shoes and the box. Different experience online. I go online. I want to buy a pair of shoes. I select what I want to buy. I pay and it's delivered to me. No, there's no note to say, oh, these shoes can be returned but you have to return it with the box. So I open my package. I discard the box. I try the shoes, it doesn't fit and I want to return it and I go online and I say, oh, I'm returning these shoes because they don't really fit. And I get an automated message to say you can return it with the box only. Hey, you didn't tell me that when I was buying online. So customer service strategy online for the segmented market, it's very important because customers are easy to tell others, how they feel, especially when the service is not up to standard present strategy. If you segment the product for me, I can easily compare prices online. I don't have to go to 20 physical shops to compare prices. So the price has to be right with the product. What price are you putting there? Is it price to edge out your competitor?

Is it pricing to show that your product is more durable or valuable than the others? So the pricing strategy must be right. So it's important that once we decide to segment digitally, we have to understand how our customers behave by engaging, customizing and connecting with them.

It is also important to understand the product strategy, the service strategy and the pricing strategy that we can use to, you know, connect with our customers online. So finally, we might not be everything to everybody, but we can use the right digital tools and platforms to segment target and position our business to be more customer centric. Thank you very much. I guess I still have some time for questions and answers. Thank you. I have my um linkedin address. You can always hook up with me, send me a message, connect with me and um I'll be available to discuss more on this topic and also to share knowledge. So you can always connect with me uh address below. We can share knowledge, agree on things disagree if possible, learn from each other and connect I will go into the comment section and I'll be able to respond to the questions and answers. Thank you very much. I hope you enjoyed this session and I hope it was impactful as well. Thank you.