Not only does marketing over digital platforms allow campaigns to be targeted at specific customers, it also allows for customer segmentation. Segmentation is the process in which large customer groups are further broken down into smaller groups of customers according to a particular classification. Segmentation increases the chances of sales, as well as cut down on cost.
Take, for instance, an e-commerce store that has launched new offers for women’s clothing. Using digital platforms, offering, for instance, email marketing solutions, allows the business to send emails to women alone. And if an offer is available only in certain regions, residents of given areas can be the only ones who will get the email.
For segmentation to work effectively, adequate information must be collected from subscribers.