Target audience segmentation and adaptation of communication channels in the IT industry
DOI:
https://doi.org/10.26906/EiR.2026.2(101).4636Keywords:
market segmentation, target audience, audience segmentation, marketing communications, IT companies, B2B marketing, digital marketing, artificial intelligenceAbstract
The article examines the theoretical and practical foundations of target audience segmentation and communication channel adaptation in accordance with the specific features of the IT industry. It is substantiated that traditional segmentation approaches based mainly on demographic and geographic criteria are insufficient for the high-tech B2B environment, where purchasing decisions are made collectively and sales cycles are complex and lengthy. Modern scientific approaches to behavioral, omnichannel, and AI-driven customer segmentation are analyzed. A multi-criteria segmentation model for IT companies is proposed, incorporating firmographic, technographic, behavioral factors, and decision-making structures. Five key target audience segments for IT companies are identified: technical specialists, business executives, end users, IT partners and integrators, as well as IT communities and thought leaders. Priority communication channels and relevant content formats are determined for each segment. A step-by-step approach to building an integrated communication strategy is developed, including data collection, dynamic segmentation, content personalization, omnichannel implementation, and continuous performance optimization. It is proven that the use of artificial intelligence, CRM systems, marketing automation, and big data analytics creates broad opportunities to improve marketing communication efficiency, enhance customer engagement, and increase customer lifetime value. The practical significance of the study lies in the possibility of applying the proposed model by Ukrainian and international IT companies to strengthen their competitive positions, improve market responsiveness, achieve sustainable growth, and expand strategic opportunities in the global market. The research findings contribute to the development of specialized marketing frameworks tailored to the unique structural characteristics of the IT industry. The proposed recommendations provide actionable guidance for aligning segmentation strategies with channel selection and content development in B2B technology markets, thereby bridging the gap between academic theory and industry practice.
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