American Express

Today’s Internet user is much more savvy than those of years past. People filter out unwanted material and pay attention to only what they care about. People frequently block pop-up ads, block unwanted e-mail, subscribe to niche content that just relates to their interests, and use personalization features on Web sites to weed out content that is irrelevant to them.

Today’s Internet user is much more willing to vocalize his or her opinions, and we have seen the birth of the “prosumer” where people are getting involved in the customization and creation of products unique to their own needs. Again, it’s all about understanding the uniqueness of individuals and giving them what they want—exactly what they want. This relates directly to
Web sites that let customers personalize their experience too.

Did you know there is a community of people who have an affinity for a discontinued line of Pyrex coffee pots? You bet there is. The rapid adoption of peer-to-peer communications such as instant messaging, e-mails, and blogs has spawned all kinds of niche communities based around a shared interest. As a business, your job to market to and communicate with your target audience has become more challenging and at the same time more exciting. Online, the customer is the one with total control. He or she knows you’re not the only game in town and won’t think twice about going elsewhere to get exactly what he or she wants.