Approaches to segmentation of the consumer market in the digital environment

Managing change in the consumer market requires taking into account the impact of the digital environment. The paper clarifies the concept of «digital environment)), defines the features of the digital consumer market and its segmentation. A study of the reasons for the success of psychographic and segment approaches has been carried out. Analysis of the reach of the target audience of social networks made it possible to identify the features of advertising in social networks. The specifics of working with consumers in the digital environment for promoting courses and webinars, consumer goods have been determined, the features of the influence of age and gender composition and income level on consumer preferences have been investigated. The article examines the features of the promotion of residential real estate on the example of the company «Darstroy». Conclusions are made about significant differences in approaches to promoting goods and services in the digital environment, the need to take into account the identified features and the need to use combined approaches to improve the efficiency of companies.