An approach that helps firms to clearly understand consumer psychology with regard to internet usage and their inclination towards using such technology, based on which marketers choose to use internet as yet another marketing device intended to communicate, initiate sale, provide customer service, etc. Majorly, the internet way of marketing is based on the fact whether consumers find this medium to be convenient or otherwise, hence classifying two sets of consumer groups namely technology pessimists and technology optimists. You, as a marketer need to go the internet way to market your products only if your target group or at least the majority of your target group falls into the technology optimists group.
Using techno-graphics to target internet consumers
The quick test with 5 questions that centres around your current consumer segment (target), would further classify buyers into:
1. Early adopters: First to go online and conform to technology as an instrument of consumption.
2. Mainstream: These are two years slower than early adopters in moving to online shopping.
3. Laggards: known as sidelined citizens these are the last to consider online transactions.
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