Custom segmentation is an important marketing strategy used by companies to identify and target specific customer segments. It can be extremely useful in helping companies to target their message, products, or services to specific audiences. However, there are some criteria that can’t be used when creating a custom segment.
First off, marketers cannot use criteria that are illegal, unethical, or discriminatory in any way. This includes the characteristics of gender, race, religion, sexual orientation, or any evaluative characteristics based on those grounds, as determined by the laws of each country.
Second, marketers cannot use private information that individuals have not consented to share. This includes anything that could identify an individual, such as social security numbers, passwords, bank accounts, or health records. For example, if an app requires users to input information about their age, gender, or ethnicity in order to create a custom segment, it must do so only with the explicit consent of the users.
Finally, marketers must not use any criteria that are based on personal opinions or preferences. This could include the overall design of a website, the type of content offered, or the kind of music played. These opinions and preferences are subjective, and cannot be used to create a custom segment accurately.
As a result, companies must abide by certain rules and regulations when they create custom segments. It is important to adhere to the law, not to use personal opinions and preferences, and to obtain the explicit consent of users prior to using any information that can be used to identify them individually. When used correctly, custom segmentation can be a powerful tool for businesses to target their message and products to the right customers.