The document discusses segmentation and targeting strategies for e-marketing. It outlines how market segmentation involves grouping individuals based on characteristics like geography, demographics, behaviors, and interests. This allows companies to better target customer segments. The document provides examples of common segmentation bases used by e-marketers and describes several usage segments like millennials, ethnic groups, and influentials. It also discusses four targeting strategies and how segmentation can increase customer retention, sales, and repeat orders.

1. E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 8: Segmentation & Targeting Strategies

8. Top Internet Languages

19. User Segments Based on Online Viewing Behavior 7.1 hours per month. 4% of active user population. Sportsters 9.8 hours per month. 6% have purchased online. They visit fewer domains. Routiners Less than the average of 9.8 per month. 8% of active user population. 52% are eBay users . Bargainers Less than the average of 9.8 per month. 36% active user population. 40% have been online under two years. 42% have made online purchases. Connectors More than the average of 9.8 hours per month. 8% of active user population. 32% of online time usage—far more than any other segment. Surfers 7 hours per month. 50% of total online purchases. 49% have been online for over five years. Longest online tenure. Simplifiers Online Time Important Facts Segment