Marketing to the RIGHT customer
On the internet, there are people from every part of the world. This has made the internet a home to versatile
users who have their individual beliefs. Internet users are different in their choices, behaviour and purpose
for using the internet. For some, the purpose is entertainment whereas for some it is work. And then there
is a different breed that is a mixture of both of the above type. They are the customers.
People: Different:: People: Customer
- Marketing companies know that every Internet user is a potential customer. The only requirement to
convert a user into a customer is marketing. Majority of the marketers believe that they have to attract
as many customers as possible.
- They send bulk emails advertising their product to the every possible internet user. This is a method that
is similar to selling raincoat everywhere in the world for there is a possibility of rain.
- But does that guarantee that the person living nearby a desert buys a raincoat for any reason. Even if there
were, the numbers would be quite low. If you are a big organisation, then you might have a lead generation
- These departments pursue the potential customers and follow the improvement in the process of buying
a product. Doing the same for a trillions of internet user, whether manually or with technical support may
not add up to benefit your business.
Therefore, it is highly important that you choose the right customers. You may notice a sudden drop in the visitors
and repeating customers on your website. The customers tend to lose interest, and this is even before the users
become customers. This is because they were the WRONG customers.
How can a Customer be Wrong?
This may seem to sound like a stupid idea to you. The most common argument that comes in response to the
term wrong customer is, “As long as the customer pays the bill and do not cause any troubles, work is done.
I have money in your wallet; that is it. Why would I care if the customers come and go like the wind.”
You may consider these two points:
- If the customer’s acquisitions cost you, your reputation and you lose market value. Will the customer
still be worth? Think this, you get a $100 profit from a customer( If they are not the right customer then
they would do something that puts your product or services in a bad light), and if they accuse you of
something in the social media or on your site. You may lose your reputation in the market.
- Sustaining a business totally dependent on the customer may be vulnerable as there is a risk of losing
the customers as quickly as you gain them. For example, if you have 50 customers, and you take an order
for selling them 70 raincoats. If suppose 20 customers leave your site in a jiffy, you may not be able to
complete the target given to you by a client.
Therefore choosing the right customer and sustaining the business on a combination of customer dependence
and innovative ideas to generate profit.