Effective Marketing Business Plan

Marketing Segmentation Strategies. Customer segmentation is a common marketing jargon. It is said that every company must first segment its customers, choose the target segment and should try to meet your needs.

In this era of web 2.0, when business is online and e-commerce is increasing its share in the wole dramatically,  the question arises:

Do companies know how to segment customers based on their pattern of Internet use? or Is it supposed to "All visitors are created equal"? or Have there been any research to understand consumers based on their Internet usage pattern? If companies do not have this primary information, how business is expected to do? Consider this questions to do effective Marketing Segmentation strategies.

How are supposed to reap the benefits of the Internet?

The answer is being provided by a study by McKinsey and Media Metrix, which identifies the segmentation of Internet consumers for the first time in their patterns of use.

According to the study, the different categories, along with brief descriptions are as follows:

1) Simplify: "End-to-End" The people looking for convenience. They spend on average 7 hours per month, but has the longest line of tenure. Therefore, if an Internet marketer wants to have steady sales in this segment, you must provide end-to-end convenience and ease of access, availability of information, etc.

2) The surfers: login with a specific purpose in mind, shopping for gifts, for example. According to the study, representing 8% of the population of active users, but account for 32% of time online. To attract and keep surfers, a website needs a cutting edge design and features, regular updates, a strong brand online, and an assortment of products and services.

3) Connectors: As its name implies, use the Internet to connect people through different means. Although connectors account for 36% of the population of active users, 40% of them have been online less than two years, and only 42% have made ​​online purchases (compared to an average of 61%).

4) the negotiators: These people are driven by the search for offers. 52% of visitors to eBay is made up of this category. To remove the sales in this segment, the site should only use them on the rational level, but also emotional, satisfying their needs of competitive pricing, the excitement of the "search" and the desire community.

5) Routiners: Its main function is to go online for information. As its name implies these people are routine visitors are offshoots of news. These people visit fewer domains, but spend almost twice as much time per page than others. Routiners want superior content and meaning that they are receiving "something special".

6) Sportster: Uses of the Internet, mainly for sports and entertainment-related information. They spend an average of 7.1 hours (compared to 9.8 average). The challenge for companies is to turn this on income use, usually by moving the content visitors "free" to a paid subscription.

As the study shows that everyone has different needs and usage pattern taking a look at their behavior. And therefore the knowledge of these behaviors, it is an advantage for online merchants to target their customers in a much more streamlined. Consider these procedures for an effective Marketing Segmentation in Internet.