New frontiers in cybersegmentation: marketing success in cyberspace depends on IP address

Abstract

Focuses on the forthcoming next generation Internet’s address system (IPv6) which will potentially redefine the way marketers approach the segmentation of interactive cybermarkets. Explores the ramifications of Internet‐based purchasing systems to buyer behaviour. Differences and similarities of next generation direct marketing compared with classic and neoclassic direct marketing approaches are evaluated. Sensitivity to changes and differences in customer decision‐loyalty type are explored from the perspective of building high value customer relationships, where decision‐loyalty type is considered to be a key resegmentation variable for personalised interactive cybermarketing.