While the Web now enables more collaboration and sharing than ever before, it has also created more social fragmentation and division than ever before. In the days prior to Web 2.0 and Web connected devices such as the iPhone, determining demographics and psychographics was relatively easy…and compared today seems like the work of a high schooler.

With the advent of the blogosphere and now video blogging, plus newsgroups, chat and Instant Messaging tossed in with the capabilities of mobile devices and micro-blogging, channel selection is hard enough without trying to develop market segmentation strategies for the Web.

On the other hand, with the right approach, and tools, it may also be somewhat easier. In consideration of your target markets, we have found that there is increased fragmentation in demographic terms today. The blogosphere as an example, enables people to share ideas and opinions. Since the majority of blog writers are not experienced journalists, they tend to offer opinions. A close look at blogs, especially those with political and spiritual inclinations, will usually only link to similar blogs and websites that share their opinions. Negative comments from opposing views are quickly deleted.

Such behaviour is an indicator of increasingly polarized fragmentation. General consumer products such as clothing and electronic goods will often find they cross all groups since they are more homogeneous in nature. While highly targeted products and services are more susceptible to niche markets. In developing a Web marketing strategy, it helps to determine if your product or service may be impacted by these fragmented market segments. Once these are dealt with, it is much easier to form broader channel strategies.