The Bottom Line

Audience segmentation is important in order to deliver the most targeted message in the most appropriate fashion. There are many ways to segment your customer base; you can define your segment characteristics ahead of time, or let your customers naturally fall into appropriate segments. When defining your segments, you should consider both organizational and purchasing characteristics.

After you define your customer segments, you then need to determine which digital media are most appropriate to each segment. Different types of companies, and different types of buyers, all use technology differently. Make sure that your target customers have access to and actually use a given medium before you add it to your digital marketing mix.