Internet marketing enables more effective targeting and segmentation as it allows businesses to identify their customers and demands of their products. Online shopping also allows effective targeting and segmentation as its easy, simple, effective and used around the world.
Segmentation is simply the process of dividing a particular market into sections which can display similar characteristics or behaviour; this allows the business to look at the wants and needs of the customers.
There is a variety of segmentation as follows:
1) Demographic Segmentation: Demographics originate from the word ‘demography’ which means a study of population. Therefore the population can be divided into age, gender, income and family lifecycle etc. Therefore as people age their wants and needs change and so ASOS are aimed at 18-34 year olds in order to allow them to focus on a particular age group and not everyone. Gender segmentation is used on products such as cosmetics and clothing therefore ASOS also develop their cosmetics and clothing in order to fit their target market in order to show that they provide for their customers. Demographic segmentation varies and includes gender, age, family, income, lifestyle etc. Around 80% of the ASOS population are women this may be due to the fact that more women shop online then men it is also stated that more women are 2-3 times more women are sent emails from ASOS then men.
2) Geographic segmentation: geographical segmentation divides markets into different geographical areas. Marketers use geographical segmentation as consumers in different areas may display certain characteristics and behaviour in that particular region. Therefore, ASOS provide international deliveries as well as national deliveries in the UK, this makes a difference as international packages may differ in a variety of ways to those that are delivered nationally such as different packaging or pricing strategy.
3) Lifestyle segmentation: this is when the needs and wants of individuals differ due to their lifestyle and upbringing. Lifestyle segmentation allows consumers to extract data from customers about their lifestyle and wants and needs. ASOS are able to retain customers wants and needs via their blogs feedback and suggestions.
4) The main segmentation used at ASOS is their targeted marketing aged 18-34, as this allows ASOS to understand their market and know that people involved in this particular age group are aware of the recent technical developments such as the internet and so will be able to use it. In order for ASOS to target a wider range of customers they have accounts on social networking sites such as Twitter, bebo, facebook etc this allows their target market to access them and so allows ASOS to do effective marketing and segmentation. ASOS also stay in touch with their customers by constantly emailing them with sales and promotions as well as their latest online magazines this makes the customers want to look at the website and they may also buy products due to this method of marketing, and lastly, the ASOS website is their main marketing tools as it allows customers to look at the products in a variety of ways as well as to write suggestions and feedback on the blog on different topics including the products sold at ASOS. This allows them to gain information from their market to improve for the future.
Hi
Do you see why demographics and psycho graphics are so important now?
You are defining who your customer is and what is important to them
so that when they walk out of your store or buy something from you they get the product and not the commodity.
psychographic
Posted by: Account Deleted | 12/10/2010 at 07:10 AM