Marketing segmentation for online marketing takes many forms, and before you go out and craft your first online marketing campaign, you need to be sure of who exactly each campaign is going to reach out to. Online marketing market segmentation has several similarities as offline marketing.
For example, in the offline world, you will always need to search for where your target audience is already hanging out, and put your advertising dollars there. The same goes for online marketing. You need to know which websites your target customers are already surfing.
Here are some ways you can segment your market. Remember, the clearer you know who your target audience is, the better it is and easier for you to find a place to fit your ad.
1. Demographic segmentation – you can segment your audience by age, gender, education level, or socio-economic status.
2. Lifecycle segmentation – this form of segmentation understands that consumers need different products at different life stages, and you need to target just one of these stages (e.g. pregnancy)
3. Geographic segmentation – in this form of segmentation, you target specific countries, or even as small as a specific neighborhood. This is particularly important if you are a brick and mortar service shop like a barber or law attorney.
4. Job segmentation – segmenting by jobs or occupational roles takes into consideration the roles of the particular person at work. For example, you might be targeting just the purchasing managers of a particular industry.
5. Specialty segmentation – this identifies a very tightly narrow and niche audience that is facing a common issues or have a common interest. For example, you could be targeting only the people who owns a certain model of motorbikes.
The power of the Internet is that is captures the global economy, and because of this, it is best to really niche your focus and find a segment that you can really serve well. By focusing on your segment, it will be easier for you to reach out to that particular segment.
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