How Different Segments Use Digital Media

Now we come to the intersection of market segmentation and digital marketing strategy: Just how do different market segments use digital media?

Digital Media by Organizational Characteristics

The type and location of a company will determine that company’s use of digital media in the purchasing process. Although every situation is different, there are a few major issues to keep in mind.

First, a larger company is more likely to embrace newer technologies than a smaller one—to a point. It’s mainly a budget thing; larger companies have larger budgets and larger IT departments that let them adopt new technologies faster than smaller companies can or can afford to do. That said, large IT departments often suffer from a form of technological inertia and are less likely to embrace any change to the status quo. (Just look at how many large companies are still using Windows XP and Office 2000; after they get something that works, they don’t want to risk change.)