Marketing should never be approached in a one-size-fits-all way. Different demographics exist, and demographic segmentation helps to drive business growth. Consumers have different relationships with technology based on age, income, location and profession. Technographic segmentation uses this information so you can approach your next marketing campaign with a stronger strategy.
Technographic segmentation may sound technical and complex. But with the right kind of data collection and marketing strategies, it can give you a more detailed picture of your customer’s needs and how to serve them. Technographic segmentation is a form of customer segmentation, which is how businesses sort customers into groups based on their past purchases and former behaviours.
What Is Technographic Segmentation?
In marketing, ‘technographic’ means the study of technology-related trends and behaviours. A portmanteau of the words “technology” and “demographics,” technographics refers to the ways in which both consumers and companies adopt and use new technologies.
Technographic segmentation is the strategy of dividing customers into groups based on how they use technology and how these new technologies affect their purchasing decisions. Technographic segmentation can be used to identify early adopters of the technology, those who are reluctant to embrace it and everyone in between. This information can help you use different approaches to target different groups. For example, early adopters may be more responsive to product launches.
Surveys are the easiest method for collecting technographic data, but you can also use data-mining techniques, hold a focus group or purchase data from a third-party provider. You can then put it to use for purposes like precise customer segmentation and competitor analysis.
Technographic segments can be based on a number of different criteria, including device type (smartphones, tablets or laptops), software operating systems, application types (including CRM tools) and activity on social media and e-commerce sites. Along with other tools like psychographic segmentation (analysis of a customer’s beliefs, values and lifestyle), technographic segmentation helps you put together a comprehensive and compelling picture of your ideal customer.
How Can Technographic Segmentation Be Beneficial?
Creating a complete marketing strategy in 2025 involves a number of key components, and one of them is segmentation, targeting and positioning. Once you’ve figured out who your ideal customer demographic is, what they’ve already heard and what they need to hear, it’s time to share your unique value proposition with them.
The benefits of incorporating technographic segmentation into your approach include:
Better understanding of your customers
Technographic segmentation provides valuable insights into your customer’s preferences and technology usage. This gives you a deeper understanding of their needs and makes it easier to create relevant marketing strategies.
Targeted marketing efforts
By sorting customers into technographic segments, you can create more personalised and specific targeted marketing campaigns and product recommendations, leading to more engagement.
More conversions and sales
The more customers engage with your online presence, the more sales and conversions you’ll likely make. When you understand what customers want most of all, you can offer products and services that most closely match their needs.
Improved customer loyalty
This more personalised approach improves customers’ experience, making them more likely to use your business again. Technographics give you the tools to retain your existing customers even as you attract new ones.
Early knowledge of fresh opportunities
Marketing is always changing, with new platforms, tools and opportunities to use to your advantage. Identifying which pieces of technology your customers have used in the past, what they’re using now and what they’d like to use in the future helps keep you ahead of the game.
Better product development
With technographic data, you can design new services or products for your customers that better serve their tech preferences.
How to Implement Technographic Segmentation into a Strategy
You know technographic data can enhance your marketing strategy by this point, but how? Here’s a step-by-step guide to implementing technographic segmentation into your next marketing campaign.
Data collection
The first step in customer segmentation is always to gather the relevant data. Use whatever tools are available and effective, whether that’s customer surveys or data from third-party providers.
Data integration
Once you’ve gathered your technographic data, you’ll want to integrate it with other forms of customer data. Make sure your customer relationship management (CRM) system can handle these differing types of data and remove duplicate entries.
Segment creation
With your newly integrated data, you can create technographic segments based on the kind of technology your customers use and the way they use it. These segments also take into account whether a user is an early adopter of the technology or came to it late.
Personalised messaging
This is the part where you use your data to get the message across more effectively, tailoring it to the needs of your target audience. Emphasise how you can solve your customer’s problems and how the benefits of your products correspond with their interests in technology. Make sure you optimise for the devices your demographics are planning to use (e.g. keep ads mobile-friendly for the benefit of smartphone users).
Campaign running
Marketing campaigns that make use of technographic data include email and content marketing as well as targeted ads on Google Ads and LinkedIn. As always, start your marketing campaign by defining your goals and setting measurable key performance indicators (KPIs) to achieve them.
Performance tracking
Tracking is essential to ensure the success of your campaign. Metrics to measure include engagement and conversion rates as well as customer feedback.
Reach Your Target Audience with Anchor
Anchor Digital is a full-service creative marketing strategy based in Brisbane that helps you gather all the essential information you need and communicate it to the world powerfully.
Every time we launch a marketing campaign, we anchor it in a solid strategy. If you need to build your strategy from scratch, we can help you identify your unique selling proposition (USP) and collect data on your target demographics. With tools like workshop facilitation, brand strategy, customer and market research and retention planning, we bring your solutions directly to those who need them. Our roadmaps for success can take you even further than you planned to go.
As a hybrid creative marketing agency, Anchor provides a range of creative services, including brand strategy and communication work, creative solutions, graphic design, web design and development, search engine optimisation (SEO) and pay-per-click advertising (PPC). We take an interwoven approach to multiple marketing strategies. When you work with us, you’ll place your project in one set of capable hands rather than having to turn to different firms for different services. With no lock-in contracts, we let the quality of our work compel clients to do business with us again.
To find out more about our technographic segmentation services and how we can help you reach your target audience, contact the Anchor team.
