A company that is selling only online still does need to have a target market or markets. Even with online selling, a firm cannot work efficiently if it tries to market its product to everyone. The firm still needs to figure out which people are likely to buy its product and market the product to them. It might do this, for example, by paying Facebook to make its ads pop up on the pages of people who include certain key words in their posts. By doing this sort of targeting of a market segment, the firm can have a much better chance of attracting people who are likely to buy.