Understanding a Consumer's Motives Online
July 6th 2007 08:48
What do people want online is a question marketers ask themselves a lot. Some advertisers assume that whatever people do online, whether it's fun or work, they could entice them or sort of trick their customers into paying attention to their products and services. Some employ the time-honored direct-response model : Grab consumers when you can, get them to take action, and then market, market, market !
Do you think that would work? Your guess is as good as mine. That's not going to happen.
Today's consumer has a lot more control than what most marketer's assume. Two studies support this statement. One study was conducted by Zatso. The other was done by the Pew Research Center. Both of these studies give insights as to what people want to do online. In Zatso's "A View of the 21st Century News Consumer," it looked at ordinary people's news reading habits on the web. It particularly revealed that reading and getting news was the most popular activity online, second to e-mail. How would a marketer capitalize on that?
The second study, the Pew Research Center revealed that online users were more connected with friends and family than those users who do not use the internet on a regular basis. Two-thirds of the 3,500 respondents said e-mail brought them closer to their family and friends. The study further revealed that 91 percent of them used e-mail on a regular basis.
How significant are these responses to e-marketers? It means that when you start building your business site, consider the customer's seeking behavior, the most successful site are those that help people get the information they want when they need them. Marketers need knowledge of their market and more importantly a responsive products that presuppose focus and attention to the customer.
Do you think that would work? Your guess is as good as mine. That's not going to happen.
Today's consumer has a lot more control than what most marketer's assume. Two studies support this statement. One study was conducted by Zatso. The other was done by the Pew Research Center. Both of these studies give insights as to what people want to do online. In Zatso's "A View of the 21st Century News Consumer," it looked at ordinary people's news reading habits on the web. It particularly revealed that reading and getting news was the most popular activity online, second to e-mail. How would a marketer capitalize on that?
The second study, the Pew Research Center revealed that online users were more connected with friends and family than those users who do not use the internet on a regular basis. Two-thirds of the 3,500 respondents said e-mail brought them closer to their family and friends. The study further revealed that 91 percent of them used e-mail on a regular basis.
How significant are these responses to e-marketers? It means that when you start building your business site, consider the customer's seeking behavior, the most successful site are those that help people get the information they want when they need them. Marketers need knowledge of their market and more importantly a responsive products that presuppose focus and attention to the customer.
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