Digital marketing is often confused with online marketing. Digital marketing is the process of promoting a brand, service or product on the internet

1.14.4  Benefit 

This form of segmentation is based around consumer perceived benefit. Many businesses use 

this  to  understand  their  consumer  base  and  to  inform  product  development  and  marketing 

opportunities.  

 

A good example of this is the fashion industry. If you imagine retailers of coats and jackets: 

some consumers will look for warm winter coats for their ski holidays, some for all-weather 

jackets  for  their  outdoor  lifestyle,  some  for  lightweight  jackets  they  can  wear  whilst 

exercising, some for smart coats for work and some purely for fashion. The perceived benefit 

of your coat will appeal differently to each different segment, so perhaps you need to change 

the perception of your coat or bring out a new range to appeal to a new segment.