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Posted by Eduardo Wyllie on July 01, 1998 at 13:47:28:
I reproduce in English an article first published in Portuguese in www.canalweb.com.br
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To know the main characteristics of the members of the Consumer Market for which we produce is a si ne qua non condition for the success over the marketing point of view. But with the Internet, for who can we to sell? How to define our target?
With the coming of Internet, several barriers to the entrance keeps falling, so that almost the totality of the companies can look for to enlarge its market limits faraway trough the geographical ones. Many small headquartered companies in little cities of remote countries start to compete with giant industrial potencies represented through offices established in the main cities of the world.
The great companies, by their time, start to make presence in distant markets, that with Internet become as close to the producers as the street before their factories.
If the Lever of Arquimedes can move the World, the Laptop of Wyllie can sell sand in the middle of the Desert of Saara: Give me a laptop and a cellular phone and I will sell sand in the middle of Saara.
The exploration of markets whose members are dispersed around the World is not economically unviable anymore, appearing as great opportunities for visionary entrepreneurs. Consumers who have an exotic taste seemingly start to compose plenty of attractive market niches, once they are practically unoccupied.
The Consumer Cibernaut Market is so heterogeneous that one can choose almost any target and have nevertless a good opportunity of marketing success in the Internet media.
For that who start in the productive sector the danger is to underestimate the reach of the Net, for that who are established the danger is to dilute its image with the continuous products creation for different consumer-targets.
Which receipe we must use for a good target choice?
1st step: To determine, as usual, to who to produce, ignoring the use of Internet;
2nd step: To identify other potentials consumer markets of your products, within the reach of Internet and of the delivery sistem at your disposal;
3rd step: To define common characteristics of all the identified groups, and to the Domestic Market as well. Et voilą.
Nothing exceptional, isn“t it? The secret clue is to have a good view of how far can we hug the globalized world.
Subject: Re: Market Opportunities with the Internet