• Customer Lifecycle Segmentation
  • (JUMP TO NEXT PAGE… REALLY...!) Strategic Options for a company in relation to the importance of the Internet as a channel
  • Common online targeting options




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    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



    Customer Lifecycle Segmentation:



    (JUMP TO NEXT PAGE… REALLY...!)


    Strategic Options for a company in relation to the importance of the Internet as a channel:

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






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    Common online targeting options

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