Common online targeting options

• 
  Brand loyalists – convert online
  
• 
  Not brand loyal- encourage trial
  
• 
  Most profitable – deepen relationships
  
• 
  Larger companies (B2B)
  
• 
  Small companies (B2B)
  
• 
  Key members of the buying unit (B2B)
  
• 
  Difficult to reach using other media
  

1. 
   First-time visitor
   
2. 
   Return visitor
   
3. 
   Newly registered visitor
   
4. 
   Registered visitor
   
5. 
   Purchased once or n times
   
6. 
   Purchased inactive
   
7. 
   Purchased active: e-responsive
   

Channel coverage map showing the company's preferred strategy for communications with different customer segments with different value: