Market segmentation for analog photography market and effective digital marketing communications. Case study: Kamerastore.

In recent years, analog photography or film photography has seen a revival and increasing popularity among amateur and professional analog camera users worldwide. However, very little research was found on the market situation as well as the global analog community. Based on a previously conducted survey in 2017 by the case company, this research examines the current market segments to understand further their characteristics and identify possible implications for effective digital marketing communications for Kamerastore. The research is comprised of both relevant theoretical frameworks on market segmentation and digital marketing communications as well as empirical research. In particular, the empirical study was conducted using an online questionnaire which was widely spread within the analog community globally. The survey gathered 3238 valid responses that were analyzed by SPSS Statistics software. The results reveal some changes in the market segments between 2017 and 2020 in terms of their structure, distribution, market share, and age. In addition, the analysis gives more insights into different characteristics of market segments regarding their experience, product usage, and preferences, as well as influencing factors to their online buying decisions. Thus, certain market segments are considered attractive for the case company. Furthermore, Youtube and Instagram are found to be the two dominant online platforms for the film community. Thus, relevant digital marketing communications and content are identified to increase the outreach of Kamerastore while strengthening its trustworthiness and relevancy