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Use Of Online Media Forces Requires Marketers To Revise Their Criteria For High-Value Customers

November 17, 2010: 01:26 AM EST

With digital and online media becoming essential parts of overall marketing plans, marketers need to take into consideration five characteristics of the “best” and most valuable customers. Marketers need to focus on customers who do not see price as the most important factor in their purchasing decisions and are dealing with significant issues that a brand can resolve. Best customers find new products and services from the brand attractive, and as such will help promote the brand, most probably via online social networking sites, such as YouTube, Flickr, Facebook, and Twitter. Just as important, marketers need to know how to relate to these customers, how to use both traditional and new-media communications, and learn about their needs and wants. Finally, marketers should use media databases and channels that are top-heavy in terms of “high-value customers.” 

Kevin Clancy and Peter Krieg, "How to Define a 'Good Target' in the Digital Age", Advertising Age, November 17, 2010, © Crain Communications
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