Benefit Segmentation is the process of grouping customers based on their desired outcome from using a product or service. Completely different marketing campaigns can be designed to target customers by benefit segmentation.

For example, in the cell phone cover market you may have a segment that’s seeking protection for their phone and another segment that wants a trendy design for their mobile device. Your marketing campaign could utilize different types of content and use different social media platforms to deliver the content to each of the two prospective customers based on the benefit that appeals to them.