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Segmenting the E-market
With the novelty and excitement of Internet companies giving way to sober demands for bottom-line results, marketers must get serious about matching their site strategies to the needs of their target customer segments. The first step should be to identify those segments that do (or could) make up the audience of a site and to tailor its value proposition or consumer experience accordingly.With the novelty and excitement of Internet companies giving way to sober demands for bottom-line results, marketers must get serious about matching their site strategies to the needs of their target customer segments. The first step should be to identify those segments that do (or could) make up the audience of a site and to tailor its value proposition or consumer experience accordingly.
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© 1992-2003 McKinsey & Company, Inc
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