The core of the segments lies in the combination of activities and needs. Based on this, we can make concrete recommendations about the use of online in the marketing strategy.
The Functionals, for example, use the internet mainly to send emails and search for information. If you want to reach this group, a campaign with substantive information and benefits is the most suitable. An interactive campaign that requires a lot of input from the recipient will not work. Because the Functionals often use the beaten track, the ‘mainstream’ sites are the most suitable: searching on the internet is equivalent to Google for this target group in the Netherlands. This is also the group that is concerned about a lack of privacy and security on the internet. Giving them that feeling can be distinctive for the segment.
The Influencers do use the internet
A to leave their opinion, so they can be used excellently to create buzz and are also open to interaction united states of america phone number list . Of course, they only do this for brands and products that suit them, but there is room for experiments to stimulate more interaction with brands and with each other.
This division of the online consumer ensures that each person falls into one of the segments. main methods of web marketing This makes it very easy to create further profiles of the segments and this ensures that they largely exclude each other. We can therefore easily link all kinds of on- and offline characteristics to the segments and also see to what extent and in what way these consumers want to be approached by brands online .
Even those ‘absent’ from social networks shop a lot online
When we look at the online activities, we see that there are a large number of . Segments require jiangsu mobile phone number list activities that all segments undertake. This supports the conclusion that there can be no hierarchy based on social media use, online shopping or any other single activity. The Functionals, who are less active in social media, are just as interesting as the Influencers in terms of e-commerce. The point is that a better understanding of these different segments leads to a number of different marketing strategies to reach the largest possible group online.
These online strategies will differ per sector and even per company and brand. The choice depends on the method of (online) distribution, the eWOM with respect to sectors and brands and the possibilities to integrate gaming in .