Segment the Internet Marketing of the Online Shop

The first step is for the advertiser to select the audience segment for 
the message.  Who are your potential customers?  They could come from a 
small or a large group of the total population. It is important to 
identify and segment them by age bands, occupations, education level, 
income, marital status or whatever is relevant to the internet marketing 
exercise.

It all depends on the objectives of the internet marketing and the current 
state of the online shop. The groupings will vary over time so it is 
important to check them from time to time.

You need to understand which products customers buy from an online shop - 
and equally importantly you need to understand which products consumers 
don't purchase. The best way to get this information is through a consumer 
survey.

There are a number of research systems which break down a wide range of 
product categories and by frequency of use - heavy, medium and light. 

Why do customers buy the products they do from an online shop? Most products 
are available in different forms of the same thing, so you must establish 
exactly what it is that influences the purchasing choice.

It makes sense to invest internet marketing money in proportion to the value 
of the customer segment.