A. Targeting and segmentation

A. Targeting and segmentation

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  A company’s online customers have different demographic characteristics, needs and behaviours to its offline customers. It follows that different approaches to segmentation may be required and specific segments may need to be selectively targeted though specific content and messaging on your site or elsewhere on the web. This capability for “micro-targeting is one of the biggest benefits of digital marketing.
  
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  Specific targeting approaches to apply online described in the book include: demographic, value-based, lifecycle and behavioural personalisation.