Digital Market Segmentation What is it, what do I need it for and how do I do it?

What is digital market segmentation?

The digital segmentation of the market in a few words is the grouping of people based on common points depending on the objective you want to achieve.

These points in common can be:

  • Geographical: Where do you live? Where do you find us?
  • According to the product or service: What do you buy from us? Why does he do this?
  • Client's seniority: Are you a loyal buyer? Was he a recurring consumer and changed us? Do we want you to buy from us for the first time?
  • For your interests: What do you read? what do you like?
  • According to the benefit: Can this consumer bring me more consumers?

Both small and large companies use this type of strategy achieving outstanding results.

Why do I need a digital market segmentation?

Every business must analyze and understand the consumption habits of its current and potential customers. It is the best way to plan an effective strategy that allows you to focus energy and resources so that you can send them ads and valuable content in the right place and at the right time. Many brands by segmenting, optimize resources, improve ads, change strategy, find new media and discover contact spaces that had not been considered before doing this process. Of course, all depending on the objective you are looking to achieve.

Well now, how do I do a digital market segmentation?

Ask yourself the following questions

1. What do I want to find?
It can be a market (for example: people who need to clean their house), a type of consumer (for example: young people who watch television in prime time), a segment of the population (for example: millennials), niches (hipsters, runners , bikers) or unique customers to whom you want to make a "personal" sale.

2. Where are they?
Analyze where and what time your audience could be, where they live, where they find your product. (For example: Provinces, neighborhoods, locations near an airport or hotel, near convention centers)

3. What is the demographics of your audience?
Gender, Men or Women. Age, Minors, adults, seniors (For example: Men and Women between 25 and 40 years old)

4. What is the profile and interests of your audience?
They have university studies, are they married? With children? Do you like to travel? Do you like video games?

As a result, you could have a market segmentation like the following:
Niche Runners: Men and Women who live in the province of Panama and Western Maryland between 15 and 35 years old with interests in physical activities and are in exercise areas such as parks in the morning or afternoon.


The digital segmentation of your market is not a perfect tool but it can provide us with interesting data about our performance. In the end it becomes a tool that is always in constant change.

Although segmentation is used with greater precision in digital media, it can also be applied in traditional communication and advertising. After all, a print ad that talks about a sports center with babysitting services will have a much greater impact if it is placed in front of one school than if six are placed in different low-crowded spots.

In conclusion, segmentation is important to optimize the investment made in advertising and improve the effectiveness of the impact and personalize the messages according to the target, the demographic channel. But you must not forget the content that you present to your audience must generate some kind of value.

Do you think that with the segmentation of your digital market you would improve your results? We would love to read your comments.

Hubert A. Thompson

CEO & Director of Operations of Business Continuity Digital World
Email: [email protected]
Linkedin: Hubert Thompson
Instagram: @ hatp12
Twitter: HubertThompson

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