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BizReport : Ecommerce : March 08, 2010


Online consumers inhabit digital "villages"

To ensure online success in the future, online marketers need to find out where on the Internet their audiences are lurking, according to new research from the Chartered Institute of Marketing (CIM) in the U.K.

by Helen Leggatt

cim logo.jpgInstead of wandering aimlessly, far and wide, consumers restrict themselves to their own little corners of the Internet. That's according to the CIM who are warning marketers of the need to locate which online "villages" their audiences inhabit.

The reality is that consumers don't hunt out brands but instead stick to eight or nine websites that they frequent on a regular basis. They key to online success, says CIM head of research Mark Stuart, is to seek out these corners and "inhabit the spaces their customers inhabit, in order to build the brand, create awareness and generate a relationship with the customer".

In order to effectively market to audiences in their natural habitat, marketers must also live in those spaces instead of being an outsider and perceived as intrusive. By immersing themselves into the space they can also begin to understand what buttons to press to improve response and engagement.

"It means you find insights that lead to products and services. It also means you spot problems on the horizon and have the time to deal with them," added Stuart.

Tags: Chartered Institute of Marketing, consumer engagement, consumer targeting, digital village, online marketing










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