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Digital customers

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Digital customers This chapter looks inside the online customer’s mind. We explore customers’ issues, worries, fears and phobias as well as other motivators for going online – and how marketers can respond to these behaviours. We also look at on-site behaviour, the online buying process and the many influencing variables. We finish with a look to the future, your future, and how to keep an eye on the digital customer. 1 4.1 Introduction to digital customers • Online customers are changing They are visually driven, multi-tasking butterflies with shrinking attention spans • Customers will not tolerate bad service Surveys reveal that we have gotten worse at marketing over the last ten years • Customers have been abused by businesses They will gladly accept offers from the competition if disappointed • Customers have unlocked ’control’ The impact of social media Think global but not local Social networks can ultimately destroy business models that are company-centric (Gartner, 2009) • 2 4.1 Introduction to digital customers Consumers value privacy and trust • Time • Privacy New currencies Ideal customers are worth more than you think Engaged customers = Customer engagement 3 4.2 Motivations Why do customers venture online? 1. Socializing 2. Browsing and buying products 3. Entertainment B2B customers have emotional motivations too Driven by cost-savings, speed and selling Magic Marketing formula 6Cs of customer motivation Smi ...
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