Introduction
Today's society
is in sync with technological advances and adopt rapidly new technological
tools available on the market. With over three billion Internet users, nearly
four billion mobile users and nearly two billion active mobile social users, we
can say that mobile and social media are now ruling human interaction. We are
now talking about ultra-connected users, which have the ability of creating new
markets and businesses, as well has destroying older markets and businesses.
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| Source: Notes Session 2 - The Digital Landscape (Digital & High-Tech Marketing) |
Nowadays, a
company can’t use a classic segmentation approach in order to target their
customers. In fact, this approach is no longer applicable with the emerging of
digital consumers. We are now talking about a new digital world of “Bring Your
Own Persona (BYOP), which almost of Internet users have access to mobile and
social media. There are two ways to differentiate the types of segment; those
two dimensions are the digital capability of the user and the trust of sharing
data. On one hand, digital capability is the ability of a digital consumer to
use the latest technology on the market. It’s also the ability of using the new
technological services available in order to increase user’s quality of life.
On the other hand, trust of digital consumers is how users are ready to give
personal information (personal data).
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| Source: http://knowledge.wharton.upenn.edu/article/bring-persona-rethinking-segmentation-new-digital-consumer/ |
Here’s a brief description of those six segments of
the digital user segmentation matrix.
The first segment is analogs (low trust / limited
digital capability). This includes customers that are in the analogs segment
are know for their rigidity of adopting digital technologies. For some of them
it’s only a matter of incapability of using digital technologies. The second
segment is wannabes (high trust / limited digital capability). This segment is
a majority of people who use mobile and social media. Thereby, they only
learned the basics of digital technologies in order to seem to be experienced.
The third segment is mainstreamers (high trust / basic digital capability).
This segment represents people who are ready to jump into most of the digital
solutions with a possibility of making profit in a close future. The fourth
segment is paranoids (low trust / basic digital capability). Those people are
very protective to their personal data, so they need a good enough reason to
share them. The fifth segment is chameleons (low trust / advanced digital
capability). This segment includes people who change their digital behaviour
and their data sharing in order to accommodate each situation in a positive
one, especially for personal benefits. Finally, the sixth segment is digital
nomads (high trust / advanced digital capability). People who are in this
segment are very trustful; they are sharing data in order to have a future
benefit. They expect that their data will be use to create a whole new user
experience. We can strongly suggest that the distribution of this chart will
soon change. People trend to change their digital habits toward the habits of a
digital nomad.
Here’s a
brief list of what companies should focus on in order to increase their sells with the importance of digital marketing.
- A company needs to adopt a digital segmentation model. This model should be pretty similar as the BYOP.
- A company needs to be transparent with their customers about data usage.
- A company has to use big data and predictive analytics in order to develop more personalized interactions with its users.
Finally, there's another brief list of some of the companies who use digital behaviors in order to promote their services and product.
- Uber -> Sharing your personal data (localisation) to a network of available cars and drivers. This service is cheaper and quicker than taxis and limos.
- DriveFactor -> Sharing your driving data in order to benefit from cheaper and better insurance policies
- Waze -> Sharing personal data with other drivers in order to provide a real-time traffic map.
References
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