How to Target Consumers through Various Channels

Objectives of Marketing

The most valuable market segments for selling a product online will depend on the nature of the product as well as the industry and the target demographic. So much of shopping has switched from brick-and-mortar to e-commerce already, from books to clothing to even cars. However, generally speaking, valuable segments will typically include tech-savvy consumers who are comfortable with e-commerce, millennials and Gen Z who are digital natives, working professionals who seek convenience, and/or specific interest groups (aka niche markets) whose interest would be piqued by the product offering. For example, if the product is a tech gadget, the most valuable segment could be early adopters or tech enthusiasts.

Customers' needs related to the mix of online and traditional promotional and distribution channels tend to include the convenience of online shopping coupled with the first-person experience of a physical store. They might value personalized online ads but are also likely to trust traditional word-of-mouth advertising. Thus, a good blend of omnichannel marketing strategies would be appropriate, such as a strong online presence with an easy-to-navigate e-commerce site, targeted social media advertising, in-store promotions or direct mail catalogs, and word-of-mouth marketing.

Competitive and alternative products sold online are just a search away for any consumer. So, one must understand one’s competition. Direct competitors who sell similar products, as well as indirect competitors who sell substitute products or services, should be carefully considered. If, for example, the product is something in an organic skincare line, competitors would include other organic skincare brands, but alternatives might also include conventional skincare products or even home remedies.