Market Segmentation And Digital Marketing

Digital marketing is now firmly on the agenda when businesses are developing their go to market strategies, and this is something that seems set to continue in the coming years. Since the internet is able to appeal to large audiences and is able to get the brand identity of an organization communicated easier than before, it is possible to see exceptional business growth due to the rollout of this form of strategy.What some businesses are failing to keep in mind, however, is that the development and subsequent execution of digital marketing strategies is not always so simple and straightforward as portrayed by many. One thing to keep in mind is that of the business fundamental of market segmentation; that appealing to different types of people and different interests and the process of implementing this using the internet. What one segment of the market may like something that another segment may find boring or annoying; this simple point can affect how successful business marketing strategies are when implemented using digital technologies.When looking to develop strategies and generate interest from specific market segments it is important to remember the “message to market match” therefore however an organization appeals to a market segment will by definition depend on the content of the message and ensuring that message reaches its intended target market. As an example a company may be communicating a marketing message via an image or graphics which is in effect the same thing that is being said via a well written article, the image may end up being more successful if the target market segment has more visual people in it. The point being made if that different types of users are going to respond differently depending on the types of marketing strategies deployed, this marketing fundamental must be adhered to during the development and execution of online marketing strategies.Since there are so many different types of end users using the internet daily it means that organizations have to continually refine internet marketing strategies in order to gain a more detailed understanding of that which their target market segment audience[s] prefers. If any company is looking to market to a large audience using digital techniques; then it is going to have to pay attention to marketing to different segments using the internet. To take this further it will be necessary to further subdivide the internet as a marketing channel into sub channels. As an example we could consider…
Social media
Video
Podcasting / audio
Search engine marketing
… as sub channels [and the list could go on an on!] within the digital marketing realm, therefore companies have to use these sub channels in order to communicate its messages to specific market segments.It is critically important to make sure that all digital content is carefully crafted and delivered via the most appropriate sub digital marketing channel in order to generate the desired effect for the company. Consider consistently creating quality, appropriate [remember the "message to market match"?] and detailed [as appropriate] content designed to appeal via a combination of visual, auditory and kinesthetic modes in order to resonate with as many people as possible.As businesses of all sizes bring digital marketing more and more into their strategic mix, the question of market segmentation and making sure that the message of the organization first reaches its target market segment and secondly resonates with it needs to be high on the agenda of company executives. It is true to state that whilst many organizations may not like the extra work that goes into developing strategic digital marketing strategies that takes the marketing segmentation fundamental into consideration, it is necessary if it hopes to appeal to as many market segments as possible that it has identified for the growth of the business.
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Womens Ski Apparel Fabric Treatment Helps Skier Against Internal Humidity

There is no such thing a waterproof fabric simply because of their weaving. As no matter how fine the fabric weaving is, they still leave tiny gaps between the threads. To make womens ski apparel waterproof such as the outer jacket, it must undergo a water repellent treatment.Water treatment is a process applied to the surface of the fabric that let the drops of water slide instead of seeping on. But then this process does not make the clothing totally waterproof. Water pressure has the power to make drops of water go through, and constant washing wears off the water repellent treatment. But then this problem can be alleviated by buying water repellent spray to revive the clothing’s waterproof feature. Fabric treatment can be either hydrophobic and oleophobic, which means they also repel fat, therefore keeping the fabric clean longer.Outdoor clothing and womens ski apparel has water resistant. There is certain clothing that should be waterproof instead of water repellent. It will protect you from a light rain, but will eventually allow water to seep through and get you wet. Waterproof means that it will keep water from seeping through even in a heavy rain. That being said, a water-repellent fabric is more than enough for alpine skiing clothing. However, clothes that are really waterproof are preferable when hiking.Coating (a layer of plastic material) a fabric or adding a detached membrane to it will make this fabric waterproof. When used for sport activities, it is necessary to choose a coated fabric or one that has a breathable membrane system such as GORTEX that evacuates sweat by allowing the moisture vapor to evaporate. One way of testing if the womens ski apparel is coated is the feel of the fabric and the noise it makes. Or you can take a look at the back of the fabric, which usually look different than the front often, whiter or shiny.

Online Travel Shopping: 4.8 Million And Counting

Click, Search, Book!!Sounds familiar? Online Travel, which was considered the domain of the Internet ‘geeks’ a decade back, is the new mantra for the Internet savvy generation of today. Logging on to the Internet and accessing the vast pool of resources has become the norm of the day.Today, the fastest growing category for B2C e-commerce in India is Travel. From railways to airlines, hotels to travel packages- virtually every segment of the travel industry is seeing a surge in online bookings.With the global increase in popularity for Online Travel, Online Travel sales worldwide increased by as much as 34% from 2004 to 2005 and reached $62 billion in the US markets and $31.1 billion in the European markets. Online travel in Asia too, is on a roll, estimated to reach $16 billion by 2006 more than double that in 2003.The exploding globalisation in India has catalysed the rapid expansion of Internet connectivity and e-commerce activities throughout the country. Today, India boasts of an ever-increasing user base whose understanding of the Internet is at par with that of any developed country, boosted by the fact that 68% of the users lie between the age group 15-30 years.The emergence of low-cost airlines and online ticket booking along with growth in online railway reservation is the key in this Internet booking boom in India. With the increased trust in security of credit card transactions and online payment options, of the 90 percent of the Indians who planned and researched travel options via the internet, 15-20 percent actually booked using the Internet.The travel industry is cashing on this growth with dedicated e-commerce portals that enable customers to make online bookings and payments for hotel rooms, air tickets, car rentals as well as holiday packages.Interactive techniques like search tools targeting multiple airlines and variable airfares allow travellers to zero in on the perfect flight, coupled with search engines for sifting through the large array of hotels and booking options, are a perfect lure for the users, along with the last minute bargains and tempting discounts that have become an integral part of the internet shopping.The online travel today, brings together the best of technology and interactivity, and extensive industry network in a one-stop solution that drives down costs- all just a few clicks away.Of the 38.5 million people logged-on in India, the Travel industry accounts for over 23% of internet shopping in India, which translates into a whopping 4.8 million Indian users who venture for the Online Travel.This acceleration accentuates the travellers’ preference to directly involve themselves and control their travel choices, making Online Travel Shopping in India the most desired pre-departure tool of the day.Copyright (C) Manoj Gursahani