This article outlines the relationship between digital marketing and the role of social media as a commercial strategy, hence the importance of proper market segmentation. Therefore, we present a comparative analysis of the ten digital platforms focused on market segmentation with the greatest presence in the digital world. This allows us to evaluate the advantages and disadvantages of each. This will serve as a support for achieving greater effectiveness in commercial campaigns, optimizing resources.
Garnica et al. (2026) studied this question.