Market segmentation and digital marketing

Digital marketing is now firmly on the agenda when companies are developing their go-to-market strategies, and this is something that looks set to continue for years to come. Since the Internet can attract large audiences and can communicate an organization’s brand identity more easily than before, it is possible to see exceptional business growth due to the deployment of this form of strategy.

However, what some companies do not take into account is that the development and subsequent execution of digital marketing strategies is not always as simple and straightforward as many describe it. One thing to keep in mind is the business fundamentals of market segmentation; that appeal to different types of people and different interests and the process of implementing this over the internet. What one segment of the market may like is something that another segment may find boring or annoying; This simple point can affect the success of business marketing strategies when implemented using digital technologies.

When looking to develop strategies and generate interest in specific market segments, it is important to remember the “match of the message with the market”; therefore, how an organization appeals to a market segment will by definition depend on the content of the message and on ensuring that the message reaches its goal. target market. As an example, a company may be communicating a marketing message through an image or graphics that is actually the same as being said through a well-written article, the image may end up being more successful if the target market segment has more visual people. in that. It is emphasized that if different types of users are to respond differently depending on the types of marketing strategies implemented, this marketing rationale must be met during the development and execution of online marketing strategies.

Since there are so many different types of end users who use the Internet on a daily basis, it means that organizations have to continually refine Internet marketing strategies to gain a more detailed understanding of what their target market segment audience is.[s] prefer. If any company seeks to market to a large audience using digital techniques; Then you will have to pay attention to the marketing of the different segments that use the Internet. To take this further, it will be necessary to subdivide the Internet as a marketing channel into sub-channels. As an example we could consider …

• Social media
• Video
• Podcasting / audio
• Search engine marketing

… as subchannels [and the list could go on an on!] Within the realm of digital marketing, therefore, companies must use these sub-channels to communicate their messages to specific market segments.

It is vitally important to ensure that all digital content is carefully crafted and delivered through the most appropriate sub-digital marketing channel to generate the desired effect for the business. Consider creating [remember the “message to market match”?] and detailed [as appropriate] content designed to engage through a combination of visual, auditory and kinesthetic modes in order to resonate with as many people as possible.

As companies of all sizes increasingly incorporate digital marketing into their strategic mix, the question of market segmentation and ensuring that the organization’s message reaches its target market segment first and second , resonate with him, should be high on the company’s agenda. executives. It is true to say that while many organizations may not like the extra work that goes into developing strategic digital marketing strategies that take critical marketing segmentation into consideration, it is necessary if you hope to attract as many segments as possible. market. identified for business growth.