January 13, 2016
Technology has connected us in ways never thought imaginable. We are able to communicate instantaneously with anyone around the globe. In this hyper-connected world, businesses struggle to draw major differences between their brands and the online presence of their competitors. After all, if you’re selling the same product or service, how do you jump off the screen and into your customer’s wallets?
Appealing to Cultural Bias
For some companies, it’s as simple as appealing to a customer’s cultural prejudices. While this may sound crass, it’s a marketing advantage if you have instant appeal to a customer’s pre-existing stereotypes. For example, Desimarket gives consumers in Australia access to companies run by Indian customers. Are Indians better at certain things? Do Indians prefer working with other Indians? No matter the motivation, this simple cultural stereotype moves the online dial and delivers sales for companies that use their service.
As a teenager, there were certain things you valued more than others. I call those things the fumes: perfume and gasoline. Who were you dating and what were you driving? As you became older your focus changed. Likewise, brands online are learning to create different landing pages to appeal to different markets.
For teens they make sites that have wild color schemes and energetic vibes. For more mature adults, they create sites that are information heavy and a little more sophisticated. Are you branding yourself based on the age of your average consumer?
Consumers in different income brackets have different expectations. Just because you sell the same services as another company doesn’t mean you can’t carve out your own section of the market. To succeed in a hyper-competitive space, you have to identify your ideal client and fully understand what it is they’re looking for.
For the best brands to appeal to the widest market base, many companies are developing sites that tie into other products that might appeal to a consumer. The best example of this would be a company that sells products on Amazon. While they may be looking for consumers to purchase their products, if they can leverage their traffic to earn additional traffic from other sources, why not share in the wealth? As users use sites like Amazon, the suggestions become more specific and online baskets grow larger.
For many customers, their needs are directly dictated by the environment they live in. If everyone on their street is driving fancy cars, then they’ll feel compelled to join in and purchase a more expensive vehicle. The income, culture and other segmenting factors can be directly tied to geographic location. Focus on building excellent value to customer in specific regions, and your sales will absolutely increase.
All of the segmenting you can do to narrow down your ideal consumer will translate to increased sales and decreasing marketing costs.
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