• Six types of digital consumers were identified by a graphic design firm Baltimore in May.
• The study focused on purchasers of consumer electronics who used digital media at least once in their journey.
• Research revealed that neither demographics nor ticket price influence the purchase journey; digital behavioral factors are the greater influencer.
• Each segment is relatively small and therefore, as a segment, has little influence on current digital marketing implementation.
• Digitally driven segment shoppers are most likely to find advertising valuable.

The research shared how each segment could be reached through digital marketing. However, there are clear overarching implications. According to the graph above, digital marketers need to implement search, retail sites, brand sites, mobile tools, and social tools in order to maximize potential marketing success. In addition, portal and local tools should be available.

Ongoing Needs:

• One segment could grow, yielding greater influence on digital marketing strategy. Therefore, the segments should be watched over time and digital marketing strategy augmented to reflect changes.
• Move beyond purchasers of consumer electronics and understand the digital purchase journey for other goods and services to insure meeting their marketing needs.

The research can be found here.