Role of Customer segmentation in eMarketing

Abstract

E-marketing is an ever heard word in the present world. As we talk more about technology in
relation to everything. Even in marketing it is playing a huge role where 80 percent of the
world’s advertising is based on technological sources. Be it emails, advertising, audio-video
marketing, image marketing and social media marketing. And one killer application that
remained even today is the e-mail marketing which is used by majority of the advertisers as a
means of communication. Digital or e-marketing was daunty when it started but when it was
found that people are the major players it came a long way. The potential of e-marketing is in
understanding people more than just wanting people to buy the products. When customers
are the key players, it is important to make the customers more potential by fulfilling their
needs. Then comes the priority based marketing, which is not only in terms of product
priority but also the strategy to actually prioritize. The customer segmentation is one such
tool or technique which is used to segment the customers in order to prioritize and make
strategies accordingly. In this paper an attempt was made to understand the role of customer
segmentation in e-marketing.