opinion and explaining the rational of your opinion with references in 200 words.
The Internet has changed the way consumers purchase products. As our textbook explains, there are several online consumer segments: Upscale Clicks and Bricks, Virtual Shoppers, Status Strivers, Mall Maniacs, Just the Essentials, and Original Traditionalists (Mothersbaugh, 2016, p.585). For a business to target the correct consumer segment, they need to understand the online habits of their consumers. A business must determine where their customers will likely frequent and how they will shop online, to determine where their digital marketing dollars are best spent. You can’t target your correct audience if you don’t know who or where they are. For example, a company who produces fur coats would not want their ad banner displayed on a website or as an ad in a search shown to someone who supports PETA.
Understanding which segment(s) your consumer is aligned with, will help you better understand what your target audience is looking for, and how you can be solve their consumer problem. Once a business knows who they are speaking to, they can adjust their website design to entice their target segment and adjust any digital marketing banners or Google ads they may create to ensure they are speaking to their target audience instead of the mass user of the website or search engine. If a business determines their target segment are Virtual Shoppers who “tend to use the Internet to find good deals” (Mothersbaugh, 2016, p.585), the business would be wise to advertise their product on money-saving websites such as Groupon. They could also post of their business’ social media, or run an ad to their target audience on social media, that would direct the consumer to an exclusive on their website. While digital marketing efforts can sometimes be hit or miss, the real-time feedback a marketer receives can help them determine where their dollars are best spent and allow them to quickly change strategies to maximize visibility to their target audience.
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