Businesses are able to use internet marketing to target their audience and use different kind of internet marketing to segment their customers
Businesses need to target and segment their audience in ways to market their business/products to reach customers at higher level. Internet marketing does contribute in enabling more effective targeting and segmentation as it allows organisations to reach more customers through social networking this is because through this you can access a wider range. Also through this medium they are able to recognise the segmentations of customers for their products where they are able to now their targeting audience.
Online businesses can use internet marketing to enable more effective targeting and segmentation by analysing the types of customers in which product they buy. They then can promote similar kinds of products to customers through emails, social network, forum pages on their website etc.
Segmentation is about dividing the markets and customers into various groups, each have different needs and wants, to allow businesses to deliver tailored products/services to them, meeting their needs and wants.
Segmenting can be done by..
Geography – such as where in the world the product is bought
Psychographics – such as lifestyle or beliefs
Socio-cultural factors – such as class
Demography – such as age, sex, and so on
An organisation evaluates each segment based upon potential business success. Opportunities will depend upon factors such: the potential growth of the segment; the state of competitive rivalry within the segment; how much profit the segment will deliver; how big the segment is; how the segment fits with the current direction of the company and its vision.
Geographical segmentation – ASOS
Customers in different areas can have certain characteristics and behaviour which can have affect on businesses sales. ASOS has made their products and services available for international and national customers to gain more awareness which can put them in the number one spot for winning the online fashion race. The products can differ from national products to international such as their pricing and packaging strategy; this is because there are different currencies in different countries. Also businesses sometimes price their product depending on the area. As ASOS is based purely online, consumers are able to view their organisation from anywhere in the world, this is one good example of internet marketing enabling effective targeting and segmetation.
Psychographics segmentation – ASOS
All customers are different in way of their interest, needs and wants. Customers’ interest can be different due to their lifestyle and upbringing. Internet marketing enable effective targeting and segmentation as ASOS is able to give customers to give a forum for feedbacks, comments on their website to be able to know a consumers needs and wants.
Socio-cultural factors – ASOS:
A customer’s class depends hugely in what products ASOS provides for their customers. This is why they offer designer products as well as their own products so that consumers can choose from a variety of products. Their name ASOS (As Seen On Screen) was chosen in order to try to show the brand’s intention to supply the public with outfits similar to the styles of celebrities. Internet marketing helps this segmentation as ASOS is able to put all their range of products on display and showing the consumers they have many options to choose from.
Demography segmentation – ASOS
This segmentation enables ASOS to divide the population into age, sex, income so that they are able to provide products that suit everyone. ASOS’s target audiences are aged from 16-34 year olds. This enables ASOS a better view on which products customers would prefer depending on their age. Internet marketing enables better segmentation for ASOS as they can use the customer feedback page to see what kind of products customers at different age groups go for. They can also use market research to do so. They have also got a section for children. ASOS provides products and services for men and women, their website is separated into different pages also they provide cosmetics and other products that are mostly aimed at women, this is because they have used internet marketing to view which gender of customers are more attracted to ASOS so they provide more options for them and email more women than men. Its known that women spend more online shopping than men.
ASOS has targeted their audience to a specific age which enables them to concentrate promoting their products and services more effectively. They provide magazines which they believe all their target audience prefer. They use social networking as young generations are mostly on it. Also as they are based online, 16 – 34 year olds are mostly aware of the basic way of using the internet than the older generations.
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