The first step in communicating with different market segments is identifying groups of potential customers. The next step is determining what communication media you need to use to carry the marketing message. As mentioned before, one of the most important elements involved in creating a relationship with customers via the Web is trust. Using the Internet as a communication tool offers many of the advantages of personal contact savings and the cost benefits of mass media. Many people have developed a resistance to general mass media messages. so it is important to be innovative when deciding what types of ads to place. Using a blog and maintaining contact with your customer base are two ways to achieve that trust factor.
Another way to be effective with your marketing is to divide your pool of potential customers into segments based on certain characterisics and target these groups with specific ads that are targeted to their needs. There are several ways to determine what these segments are including geography (where they live or work), demographics (age, race, gender, income, religion, etc), and psychographics (social class, personality, or lifestyle). This approach is effective on the Web because your audience is so vast. It would be impossible to reach every person and convince them to buy your product. It is much more effective to direct your efforts to those who are more likely to spend money on your stuff.
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