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The 3 key personalities of the online consumer

March 05, 2010 |

To succeed in online marketing, you need to think in terms of three personalities for every customer - Casual, Professional, and Sales. How do you do this?

Think global, Work Local." It's a phrase originally coined in 1915, with urban planning in mind. Today, almost 100 years later, it is the key to effectively building your brand and business online. The difference is that in today's marketing arena, global refers to a brand's over-arching identity, while local refers to how that brand is portrayed on specific media portals. It is no longer physical geography that counts. It is the subject matter that does.

This means that yes, the old rules of marketing still apply. The concept of creating a strong brand and effectively positioning it in the market still works. What is new is the way in which you must edit your message to ensure consumers listen to what you have to say.

In a broad sense, communicating effectively online is simple. Success relies on maintaining a stream of content that hits the right people with the right message at the right time. Relevancy is essential for success. Let's face it, if you're at a club on Friday night, you don't want someone pitching you their latest electronic security product. Conversely, a Tuesday morning meeting in the corporate boardroom is probably not the best place for a rant about Lady Gaga's hot new single. Different place, different expectations

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