American Express

Posts Tagged ‘business environment’

As important as it is for you to understand what you are trying to accomplish online, it is equally important to thoroughly understand with whom you are trying to communicate. Who is your target market online? The typical response is “our customers.” Even in today’s connected business environment, people don’t step back to think about the different segments of your target market who could visit your Web site. Of course you’re trying to communicate with your customers—that’s a given.

Like most businesses, you probably have different segments of your customer base. It can be as simple as segmenting existing customers from prospective customers. Once you bring a prospective customer to your Web site, you have to ensure that everything is in line from a branding perspective, that the content on your site speaks to the needs of this customer group, and that you can easily walk them through the buying process—whether it be to buy online or to complete a task of some sort to display their interest in your product or service (e.g., download a white paper on your product).