Avinash Kaushik - world leader in web business optimisation
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C4 E-customers - Online customer behaviour / buyer behaviour
This chapter of Emarketing Excellence looks inside the online customer’s mind. We explore customers’ issues, worries, fears and phobias as well as other motivators for going online… and how marketers can respond to these behaviours. We also look at on-site behaviour, the online buying process and the many influencing variables. We finish with a look to the future, your future and how to keep an eye on the e-customer. This is an outline of content for this chapter from my book eMarketing eXcellence authored with PR Smith. You can follow relevant links at the bottom of the page.
Online customer behaviour and consumer buyer behaviour
Topics and learning outcomes for eCustomers chapter
- 4.1 Introduction. Identify the changing customer expectations and how to satisfy them
- 4.2 Motivations. Evaluate and respond to the factors that encourage users to adopt and stay using the Internet.
- 4.3 Expectations. Determine the facilities that customers require online.
- 4.4 Fears and phobias. Evaluate and manage the fears and phobias that hinder online transactions.
- 4.5 The online buying process. Support the buying process through traditional and digital channels.
- 4.6 Online information processing. Recognize how visitors process information and how marketers can respond to this. Identify the online buying process.
- 4.7 Relationships. Understand online relationship marketing techniques to loyalty maintain customer relationships
- 4.8 Communities and social networks. Assess the suitability of techniques used to foster online communities and how to build active/lively online communities
- 4.9 Customer profiles. Describe the profile characteristics of online customers, both B2C and B2B
- 4.10 Researching the online customer. Assess the process, techniques and measures used to research and assess online marketing effectiveness.
- 4.11 The post-PC Customer. Paint a picture of the future and the new online customer’s customer & Virtual Worlds changing behaviour patterns
Most recent articles related to online buyer behaviour
This page lists my latest articles on recent developments in buyer behaviour
- Latest developments related to buyer behaviour(from Chapter 2 of my Internet Marketing book).
Links for Chapter - Online customer behaviour
1 Digests of published MR data
2 Directories of MR companies
- "British Market Research Association (Now part of MRS)
- Market Research Society
- International MR agencies
3 Traditional market Research Agencies
4 Government sources
5 Online audience data
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