MARKET SEGMENTATION IN DIGITAL AGE

MARKETING SEGMENTATION IN DIGITAL AGE

Demographic segmentation is defined as segmenting your potential market by the way the market is composed from people perspective. Age, gender, sexual orientation, and income are just a few ways of creating a demographic segmentation approach.

Geographic segmentation is defined as segmenting your potential market by where they are located. North American, US, are just a few ways of creating a geographic segmentation approach.
 
Psychographic segmentation is defined as segmenting your potential market by customer personality traits, values, attitudes, interests, and lifestyles. Within a few hours of the Supreme Court’s decision to legalize same-sex marriage, proactive marketers started running ads and social marketing appealing to lifestyle segments that support same-sex marriage and potentially will purchase their products.

Behavioral segmentation is defined as segmenting your potential market by the behaviors of different customer types. Advantexe Learning Solutions utilizes a behavioral-based segmentation approach in most of our business simulations. For example, our core global business simulation AGES segments customers in different regions and markets by Cost Conscious Customers, Solution Oriented Customers, and Sophisticated Customers.

Segmentation in the Digital Age

In classic marketing, customers are segmented into groups with like buying patterns. Marketers focus on trying to deliver the right message to that group of customers and hope for the best.

In digital marketing, no two customers are exactly the same; there is no clumping, grouping, or general assumptions about what makes buyers buy. That is the core and central theme of personalized digital marketing. And just like how execution is the driver for classical marketing, execution of personalized digital marketing is even more important. Emerging digital marketing companies are developing tools, platforms, and strategies that enable retailers and brand leaders to reach their potential customers by using mobile technologies. Each “touch” to a potential customer is customized and based on a unique set of preferences that can be accelerated in the moment.

As we were thinking about this evolution of segmentation strategy, it occurred to us that this “in-the-moment digital catalyst approach” still has some foundation in classic marketing, but with a few dramatic name changes.

I present a new way of thinking about customer segmentation in the digital age:

The High Actual Customer Segmentation is a segment that wants to buy, has made a decision to buy, but hasn’t decided which brand to buy from yet. Customized and personal digital marketing is the perfect solution for this customer segment.

The Potential Customer Segmentation is a segment that has thought about buying, but has not had the full reason or desire to yet. Customized and personal digital marketing is a great tool for this segment because some sort of additional value proposition like a coupon or one-time discount can be the deciding factor that turns the potential customer into an actual customer.

By FUMBUKA  SEIF  S

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