Buy Customers Using Digital Communications

Buy Customers Using Digital Communications
Buy Customers Using Digital Communications
Q57 How do we identify our customers using digital communications?
Offline, it can be difficult to identify your customers, especially if you sell through a wholesale / retail distribution
chain. But identifying customers at a macro-level can help you to segment them, providing more directed and
efficient promotional methods; at a micro-level, it allows you to interact with them as individuals.
Ways to identify customers online include:
Tactic How to use at a macro level to identify groups of customers
Online
surveys
Ask people to identify themselves by completing a survey. You may need to offer a prize or incentive to
encourage them to take part in the survey.
Google
Alerts
Find out where people are talking about your product online and get involved in the conversation.
Tactic How to use at a micro level to interact with individuals as customers
Twitter Set up a Twitter account. Tweetdeck has a function to return results for other Twitter users who use specific
keywords you have chosen – for example, your company name. You can follow these people (who may
follow you in return), allowing you to speak to them via updates or direct messages (DMs).
Buy Customers Using Digital Communications
Facebook Set up a Facebook page for fans to identify themselves.
SMS Using an SMS code. For example, a sandwich bar could identify its customers by asking them to text a
number from their mobile phone in order to qualify for an incentive, such as a free drink with every
sandwich purchased.
Online help Some websites include online help, where they have either
a cartoon-type character (known as an ‘avatar’) who pops onto the screen in real-time, usually asking ‘can I
help you?’ or
a ‘click here and we’ll call you back’ button. The immediate interaction can convert customers who are
undecided about a purchase.
Your own
website
Provide a ‘sign up to our newsletter’ functionality on your website.
See also
Q7 What is Twitter?
Q11 What is Facebook?
Q65 How can we use SMS to contact customers/ potential customers?
Q70 How can we use customer surveys online?
Q92 How can we monitor our brand or company online?
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