Internet Marketing to the Affluent

I was on an interesting webinar last week sponsored by Google. The topic was how the affluent use the internet. As many of you know, I've posted on this and am developing a program to help businesses market online to the affluent buyer.

The most interesting statistic from their survey was that millionaire earners are the most prolific shoppers on the internet.

WHY?

Because they have money to spend but very little time. This is a point I make repeatedly with my clients trying to market to the affluent. We know they lead very busy lives and have very little personal time. So, it makes sense that their first stop in any purchase is the internet.

If they don't like what they see of your product or service, then they'll simply move on and eliminate you from consideration.

What were some other salient points from the webinar?

• The affluent believe that a company who is not online has cheapened their brand

• They get annoyed if they can't purchase something online and have to call a store to make a purchase

• Brand awareness isn't enough...you must have data to satisfy the need for due diligence

• TESTIMONIALS ARE KING!!! Those of you who have spoken with me know how strongly I advocate 'peer recommendations' or testimonials.

Google also found that more companies are trying to use the internet because of cost-cutting.

Are you reaching the affluent using the internet?
If not, you should be.
If you are...are you seeing good results?

A little food for thought.



Susan