Customer Segmentation and Adaptation of Digital Marketing Strategies in a Selected Company

In this thesis, I examine how Company X from the construction sector can improve its performance in digital marketing. Since digital development in the sector is often slower, I focus on untapped opportunities to increase visibility and strengthen customer relationships.

The starting point of the thesis is that customer segmentation and the digitalization of marketing enable more targeted and effective communication. Using the STP model (segmentation, targeting and positioning), the company can more clearly define different customer groups, while digital channels (a website, social media and email), analytics and a basic CRM make it possible to tailor content, respond faster and monitor satisfaction in real time. The theoretical part presents the key concepts of segmentation, modern digital marketing approaches, and the importance of employees’ digital competencies.

The empirical part is based on a survey completed by 53 existing and potential customers of Company X. Respondents were grouped into three segments: municipalities, construction companies and individuals. The results show that customers are familiar with the company, but message tailoring to individual segments is still not systematic enough. Telephone communication and the website were rated positively; however, customers also expressed a desire for more digital options, faster responses and clearer information, confirming the importance of targeted digital strategies.

The research also highlighted the role of employees: most respondents believe that digital competencies affect the quality of cooperation and the user experience. Based on the findings, I propose refreshing the website and structuring it more clearly by segment, introducing a basic CRM system, strengthening the presence on a selected social media platform, preparing concise internal guidelines for more consistent communication, and regularly monitoring customer satisfaction. Such measures would enable the company to gradually strengthen its digital presence and reinforce its market position in the long term.