What is segmentation, targeting, positioning (STP)?

STP is a marketing framework that helps marketers identify and prioritize distinct user groups (segmentation), decide which groups to serve (targeting), and tailor messaging to match each group’s needs (positioning).

STP helps mobile marketers reduce wasted spend and improve campaign efficiency by focusing on users most likely to install, engage, and convert. It enables teams to allocate resources more effectively and personalize communication based on audience value. STP also supports lifecycle strategies, from acquisition to retention, by aligning messaging with segment needs across the app journey.

The STP framework consists of three core steps. Together, they help marketers define who to serve, how to reach them, and what message to deliver.

Segmentation

Segmentation is the process of grouping users based on shared traits such as behavior, demographics, device type, or location. In mobile app marketing, common segmentation criteria include in-app activity, purchase history, platform (iOS/Android), language, and lifestyle preferences. This strategy enables marketers to create more relevant experiences. For example, a fitness app might segment users by goals like length of a run or number of minutes per day participating in a specific exercise type to customize workout recommendations. Segmentation also supports tailored onboarding, in-app messaging, and content delivery.

Targeting

Targeting involves evaluating segments and selecting those most aligned with marketing goals. Marketers assess each segment by size, lifetime value (LTV), accessibility, and product fit. In mobile marketing, targeting guides both acquisition and re-engagement. A fintech app, for instance, might focus on high-income Android users who completed the identity verification process but haven’t transacted. This helps marketers focus resources where they can achieve the highest return.

Positioning

Positioning defines how an app or product should be perceived by a specific user segment in comparison to alternatives. It involves crafting messaging that emphasizes the most relevant benefits for that group. In mobile marketing, positioning appears across ads, app store pages, and in-app content. For example, a language learning app might position itself as “the fastest way to learn conversational Spanish” for professionals, while highlighting community and gamification features for younger users.

Here are seven ways the STP framework is applied across the mobile user journey: 

1. Personalized onboarding:  Apps use segmentation to personalize onboarding flows based on user preferences or behavior. For example, a news app may ask users to select topics of interest to show relevant articles from day one.
2. Ad creative variation: Marketers develop ad sets tailored to different audience segments. A casual gamer might see playful visuals, while a competitive player sees performance-driven messaging.
3. Dynamic creative optimization (DCO): Ad platforms automatically assemble personalized creatives in real time by combining text, visuals, and CTAs based on user data such as location, device type, or engagement history (when consented).
4. High-LTV audience campaigns: STP supports campaigns that prioritize users with high lifetime value. A finance app might run lookalike acquisition campaigns targeting profiles similar to existing premium subscribers.
5. App store optimization (ASO) by segment: Custom store listings are used to tailor messaging, screenshots, and features to specific user segments, such as by geography, language, or referral source, to increase conversion rates.
6. Segmented CRM and retention campaigns: Lifecycle segmentation enables targeted engagement. New users might receive welcome emails, active users get loyalty offers, and churned users see win-back promotions.
7. Cross-channel positioning consistency: STP ensures that the app’s value proposition remains consistent across all user touchpoints, from paid ads and store listings to push notifications and in-app messaging, reinforcing trust and brand relevance.

Adjust supports mobile marketers in applying STP by providing tools for measurement, analytics, and user engagement throughout the app lifecycle. With Adjust Measure, teams can attribute installs and in-app activity to campaigns on mobile, web, connected TV, and more, enabling a clearer view of user acquisition and engagement.

Analyze takes this data and turns it into actionable insights. Using Datascape dashboards and tools like Adjust Growth Copilot, marketers can assess campaign performance, understand user behavior, and identify high-value audiences at scale.

Engage helps marketers guide users seamlessly from one platform or channel to another. With  TrueLink (Adjust’s deep linking solution), smart banners, and cross-platform tools, teams can reduce friction in the user journey and improve conversion across acquisition and re-engagement flows.

Ready to see how Adjust can grow your app business? Request a demo today.