Segmentation, in marketing, refers to the practice of dividing a broad target audience into smaller, more defined groups based on shared characteristics. These can include demographics, geographic location, purchasing behavior, interests, and more. By segmenting an audience, businesses can customize their messaging and marketing efforts. They can target the specific needs and preferences of each group. Hence, it results in more personalized and effective campaigns. Remember, segmentation allows for more efficient resource allocation and higher conversion rates. This is because the content resonates better with each target group.