Marketing Segmentation on the Web

Internet Marketing, Podcasts, Web Strategy

What is marketing segmentation?

It is the process of determining the various characteristics of your marketplace and preparing a Website that meets those needs.  Identify the customer and what they perceive as benefits and overall value.  In other words, it is the science of understanding your market place and dividing it into segments.  Segments might include demographics, pricing, quality, and service expectations.   Understand the ranges of expectations and what your target market perceives as “value”.

Successful marketing segmentation allows you to better meet the needs of your customer, and do it better than your competitors that may not have that focus.

Two Great Books

  1. Blue Ocean Strategy (Kim and Mauborgne)
  2. The Discipline of Market Leaders (Treacy and Wiersema)
    There are three market focus disciplines: Operational, Product  and Customer.
    Some rules to consider a) Strive to excel in a specific dimension of value, b) Maintain threshold standards on the other dimensions of value, c) Dominate your market by improving value year after year, and d) Build a well-tuned operating model dedicated to delivering unmatched value

Marketing Segmentation and Web Marketing

Focus your homepage content and navigation to speak directly to the market segment you are targeting.  The content throughout your site should also support your marketing strategy.  Close attention to detail and finding a unique market place are key.

Use Web based segmentation strategies to drive traffic. Focus on bringing less traffic but focus on the quality of the traffic. Search engine research is a form of market segmentation. Email, content distribution, and strategies on social networking should be addressed to the niche market segment you have identified.

Action item plan

  • Become a strategic Web marketing expert-do your homework.
  • Utilize Google Analytics
  • Deliver message and a Website that connects with your target market

For more information visit IntuitiveWebsites.com.

Thomas Young

1 Comment. Leave new

  • Avatar
    Medical Web Experts
    June 23, 2009 7:14 am

    The future of the web will focus highly on action-oriented web sites which are tested and adjusted, over time, to maximize performance. Software is already available that allows for sophisticated methods of testing different designs, layouts, and text, ultimately determining what makes a website more effective.
    We’re not at a stage where it is practical or cost effective for small businesses to conduct this level of testing and analysis, but clearly a lot has changed in how sites are created today based on what the past has taught us. By taking a fresh look at your old web site and defining a better strategy, determining the needs of your target market, and meeting those needs with strong calls to action, the finished product will be a site design which is better oriented toward achieving your goals.
    The added functionalities that my website designing company provided added much to my marketing strategies, helping me gaining better website traffic. And as we all know, creating a medical website is considered to be one of the toughest web designing, Medical web experts have developed an appreciable expertise in their field, and their expertise can help us gain profit.

    Reply

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