Understanding the Internet Customers

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.