Segmenting the Digital Consumer

When segmenting markets for targeted marketing efforts – most of us look at basic demographics:  age, income, geography.  However, enter the digital age and what Gartner calls “Generation V”…no longer can target audience be simply divided by age but marketers must take into consideration their digital awareness and consumption.  According to Gartner, “Unlike previous generations, Generation Virtual (also known as Generation V) is not defined by age — or gender, social demographic or geography — but is based on demonstrated achievement, accomplishments and an increasing preference for the use of digital media channels to discover information, build knowledge and share insights.”  To see the details click here.

To be successful at reaching this segment, marketers must plan and outline how success will be measured.  It is not enough to just reach out to consumers who are engaged in the digital world but we have to have a succession plan – what do we want them to think or do as a result of interacting with our brand.