Understanding the Internet Customers
Now to be able to use the seven P’s effectively in order to achieve the predefined goals of any organization it is imperative to understand the customers. Customization will only be truly effective if we understand our customers and their true needs.
Before adapting marketing practices to the Internet, the marketer needs to understand the characteristics of the online customers. The Net users can be classified into five categories depending upon their intention of using the Internet.
The five categories of users are:
Directed Information Seekers: They require specific, timely and relevant information about the products and services being offered.
Undirected Information Seekers: These users require something interesting and useful. Something that can give them an edge, advantage, insight or even a pleasant surprise.
Bargain Hunters: They are of two kind. One who look for free items on the internet and other who are seeking better deals, higher discounts etc.
Entertainment Seekers: they see the Web as an entertainment medium of vast breath and potential and want to explore the medium before the mass gets there.
Directed Buyers: They want to buy something - now. They are sure what they require and just log on to the Web to purchase the item.
Now to be able to use the seven P’s effectively in order to achieve the predefined goals of any organization it is imperative to understand the customers. Customization will only be truly effective if we understand our customers and their true needs.
Before adapting marketing practices to the Internet, the marketer needs to understand the characteristics of the online customers. The Net users can be classified into five categories depending upon their intention of using the Internet.
The five categories of users are:
Directed Information Seekers: They require specific, timely and relevant information about the products and services being offered.
Undirected Information Seekers: These users require something interesting and useful. Something that can give them an edge, advantage, insight or even a pleasant surprise.
Bargain Hunters: They are of two kind. One who look for free items on the internet and other who are seeking better deals, higher discounts etc.
Entertainment Seekers: they see the Web as an entertainment medium of vast breath and potential and want to explore the medium before the mass gets there.
Directed Buyers: They want to buy something - now. They are sure what they require and just log on to the Web to purchase the item.