What is dynamic audience segmentation?

When segmenting audiences, it's common to rely on quantitative data. However, your research shouldn’t stop there. After all, the audience is more than just a 'target group' – they are living organisms that reorganise, evolve, and react to the social, cultural, and technological context they belong to.

According to sociologist Niklas Luhmann, social systems — like audiences — self-regulate through communication. In other words, they aren’t passive publics, but open systems that:

Audiences as systems

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Communities, fandoms, and social networks create ecosystems of exchange and collective influence. This is evident in forums, reviews, and viral content.

Connect to the network

A user can be a consumer today, an influencer tomorrow, a brand advocate, or a critic the following week. Roles change according to the channel, the context, and the narrative involved.

Are adaptable

Every marketing action triggers a reaction. Monitoring, interpreting, and responding to these reactions in real-time makes your strategies more precise and relevant.

Consume and generate content cyclically

– Group people based on how they communicate and share meanings within a group. – Identify the values, stories, and cultural habits they all share. Focus on the exchange of meanings between people, rather than just individual data.

Therefore, in your segmentation strategy, you should:

In the end, brands must create marketing strategies based on an audience segmentation that considers the dynamism and adaptability of human beings...

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Understand how to create this segmentation and apply it to your communication strategies.