Has anyone noticed that the Internet has produced a new breed of customer? One who is personally informed, digs deep to find what they’re looking for, compares prices and features across various merchants, and relies on other shoppers to guide them toward a purchasing decision?
This new breed of consumer is disrupting the rules of marketing. No longer is it up to the marketer to decide which product to promote or which product isn’t worth putting their advertising dollars into. It’s the consumer, armed with the tools to uncover an abundance of hitherto unavailable choices, who is driving every market, and every sale. In other words, these days, it’s the consumer who is in control and not you!
And if your business isn’t ready to study and engage these consumers, you’d do well to read on. Let’s meet three different “New Breed” consumers and discover what they all have in common.
New Breed Consumer # One: Sally
Sally is a 36- year-old mother of three. When she has time, she likes to read print magazines but rarely takes any notice of the print ads placed within the pages – she feels they don’t “speak” to her and her lifestyle. She likes to watch TV but uses her TiVo to pre-record her favorite shows so she can skip through the commercials and watch at her leisure.
When she’s looking for information or advice she turns to her friends or consults other Moms at the online forum she’s been a member of since the birth of her first child. She likes how online forums enable her to seek the opinion of like-minded people who she knows haven’t been paid off by advertisers, or who are hiding some form of commercial agenda.
She uses the Internet as an everyday resource and regularly purchases products online – it’s easy, convenient and hassle-free. And she often responds to permission-based email offers containing coupons, discounts and online promotions.
New Breed Consumer # Two: Nathan
Nathan is a 21- year-old college student armed with a dazzling array of software and technology. Along with his laptop computer he has at his disposal a cell phone complete with V-Cast, and an Apple iPod.
He subscribes to two gaming magazines but has never responded to a print ad he’s seen inside. He rarely watches TV but when he does he prefers shows that are unpredictable and uncensored – reality shows, or programming on Comedy Central, ESPN, HBO and MTV. Sitcoms aren’t even tempting.
The Internet is where he spends most of his time, invariably with the TV on in the background and/or listening to his iPod. When he surfs the web he focuses on sports, entertainment, gaming, portals (Yahoo sites, Time Warner) and social networking sites like MySpace.com, Bebo.com and Facebook.com. He checks his email at least twice a day on his laptop or cell phone, and uses instant messaging to talk to his friends online.
Most of his online purchases are heavily influenced by his peers and the online community. He makes use of the Internet to research purchases before he buys. And if he can get something for free – music, software etc. – he’s not concerned about whether or not it’s legal to download it.
New Breed Customer # Three: Martin
Martin is a 60- year-old just-retired physician. Since his retirement he’s looked for ways to fill the extra time he has available. He reads more than he did when he was working – mainly novels and newsmagazines – and will respond to print ads in both magazines and newspapers if he sees an offer that appeals to him.
He likes to watch TV in the evenings especially the “live” news shows, but uses TiVo to pick and choose what and when he watches drama, sitcoms, and talk shows. He listens to the radio in his car.
Since his retirement he’s discovered a new world online. He likes the way he can access information quickly and easily – although he’s often disappointed with the results he receives from the search engines. He uses the Internet for online banking, finding health information and researching products he’s interested in buying. He pays particular interest to customer reviews and blog sites which often influence his final decision. If he receives personal service from a retailer, he’ll stay loyal and buy from them again.
Checking his email has become a daily habit. He keeps in contact with friends, shares jokes and sends e-greetings on special occasions. His grandchildren use instant messaging to chat with him, but he prefers to talk with them on the telephone.
What do these three different consumers have in common?
On the surface these consumers are very different: age, lifestyle, habits etc. But look closer and you’ll see that they share at least three distinguishing characteristics:
1. They all use technology to gather information.
2. They filter marketing messages, find what they need, and shut out the rest.
3. They demand more choice and have discovered that they alone have the ultimate power – the power to control the market.
Yes, each one has their own needs, wants and desires but together they form a powerful group that is changing the shape of advertising and marketing. It’s no longer enough for companies to focus on a single, one-size-fits-all message. These consumers demand personal, relevant, engaging and attractive offers that “speak” to their specific needs, delivered to them in real time.
How to reach them?
Study them, hang out where they hang out, talk to them, and discover what they really want. Build trust through permission-based marketing; use reward programs, online coupons and promotions.
Let them interact with you and ask them for feedback. Then track their behavior and adjust your marketing to address their needs, wants and desires. Because only when you fully understand this new breed of consumer can you develop a relationship that’s mutually beneficial to both of you.