April
17, 2004
Connecting with your digital customers
Think your business doesn't have any digital
customers? Think again. You not only have digital customers, but
you have digital prospects as well. More and more people are accessing
information about companies (and their products or services) in
the digital world, via the Web, email, wireless, or other digital
forms of communication.
These people are your 'digital customers'.
They are making decisions about doing business
with your company based in part on the information they find in
the digital world, on your company's website for example, or in
an email newsletter just like this one.
So, is your company doing a great job connecting
with these digital customers? Are your competitors doing a better
job?
It has become a necessity to have a relevant
presence in the digital world, to speak to your customers and
prospects, and provide them with information that is meaningful
and useful. The two most important parts of this digital presence
are your company's website and your email communications.
Ipsos-Reid reports that about 75 percent of
adult Canadians have Internet access. And that number will only
grow. If you think your company's target market doesn't use the
Internet, you're wrong. And when we look at the next generation
of customers, the numbers are staggering. Ask yourself this question:
What percentage of kids in Canada between the ages of nine and
17 use the Internet regularly?
The answer is 99 percent. Virtually all of them.
These kids are your future customers and they are very comfortable
with the digital world. In fact, it's their preferred method of
communication.
It is not an exaggeration to say that in five
to ten years (and maybe a lot sooner) pretty much everyone in
Canada will access the Internet on a regular basis. And they will
do so in many different ways, through cell phones and Palm Pilots,
web pads, wall screens made of digital paper, even the refrigerators
in our kitchens could become central access points. The possibilities
are almost endless.
Are you ready to connect with these digital
customers?
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