Segmentation and Web 3.0

My mother is my hero, much against the concept of common perception of son emulating his father. I worship her clarity of thought and resoluteness while fighting any adversity. Not only me but there will be many man like me, whose philosophy of life would be shaped by their mothers. So, this way, I and men like me, defy the traditional segmentation theory of marketing, which does it on the basis of gender, along with many others. And it is throwing a new realm of segmentation before the experts of marketing, which fortunately I am not. That’s why, I am leaving the segmentation job on marketing experts and penning down what challenge and benefit digital and social media is going to present before everybody.

Earlier, all the marketing exercise used to be unidirectional, coming from marketers to the consumers. But, digital media has changed the scenario completely, where communication now originates from the consumers, which they release after consumption of services or features of any product and services and its curation. So, lot of thing depends upon how the consumer releases his communication.

Although, there many numerous studies suggesting girl’s thinking process being different than boys, but can anybody be stopped being influenced by the thought of opposite sex. As I am influenced by my mother’s philosophy of life, there may be many girls, who would be influenced by their respective fathers and ultimately it will reflect in their own thought process and action.

So, how is it going to shape the marketing world in coming days. As written earlier and as we all know, participation by consumers and other stakeholders is something which makes online and social media more challenging, democratic and acceptable; and texts are something which represents the point of participation. Going forward, these text release activity is going to be one important basis for segmentation and it will make the traditional segmentation on the basis of gender more complex, if not blurred.

Text mining and it’s analytics is going to play very crucial role as the digital media evolves from Web 2.0 to Web 3.0. The continuous discussion and release of texts in any network will decide on its mental model, hierarchy and life. It will also help the marketers to understand low and high point of discussion, noise and good and bad elements in the network or mismatch in the network. Further, It will also help them to realign the networks for better results. If Web 2.0 has shown us the power of consumer participation in marketing communication, Web 3.0 will make it even more meaningful and powerful.