by Teri Robnett
(published in Brainstorm! June 2004)

Although it may seem an obvious thing to do, many companies fail to identify the specific requirements of the online market they are targeting. Indeed, many of online failures have come from or not clearly identifying the target market or targeting markets that either didn't yet exist.

Many companies feeling the need to establish an Internet presence have often rushed into developing a web site without first considering whether it's right for their established market. Business owners often tell us that they built their first web site simply because somebody told them they should have one, or because it seemed like the cool thing to do. (Remember what your mother told you about doing something simply because everyone else is doing it.)

The first task is to figure out whether or not there actually is an online market for your business, second who exactly that market is and then what that market is likely to expect from your web site. Once you've answered those questions, you face the more specific task of presenting your site to the target market in a way which appeals to them.

Of course, there are some universal principals. Efficient and intuitive navigation is important to practically every Internet user, and is one of the greatest areas for complaints. You'll also need to address security, fulfillment and privacy issues regardless of the target market.

Beyond that, the shape of your web site really depends on your target audience. A site targeting over-50, silver-haired, cigar-smoking, martini drinkers, is clearly going to have different design objectives from a site aimed at click-happy, MP3-trading, computer-gaming, Linkin Park fans. Obviously, these differences are going to impact the visual layout of the site because different audiences are likely to have different taste in design. By looking at the type of online and offline media currently surrounding the members of your target market, you can get a good idea of the right visual "language" to apply.

However, the look of the Web site is not the most important thing. As many sexy looking dot.com failures have shown, beauty is only screen-deep and does not necessarily form the best basis for a long-term relationship with your online customers. More important is the real value and relevance that the site has to offer. And, of course, this relevance can only be determined once you have decided who your target customer is (in terms of gender, age, lifestyle, interests, etc.).

When you are researching your market, you should realize that there is a difference between knowing who you are targeting and successfully doing so. The only way to ensure that your e-strategy is a successful one is by not only knowing who your products or services appeal to, but also how you are going to get these people to come to your site.

The information your site provides needs to be appropriate to the products you sell. If you sell aromatherapy oils, for instance, you could provide an A-Z of health problems followed by a suitable remedy. This would be a great way of incorporating the aromatherapy products you sell into the information the site visitor requires. The more interactive a site is, the more each site visit is a unique and personal experience. Equally, it follows that the more you know your online audience, the more relevant the material throughout the site will be.

You probably won't be surprised to find that the best place to start researching your online market is on the Internet. By looking at the web sites of your competitors, you will be able to see what they are doing well and not so well. You can also research your market by talking with your customers online, whether in person, through email or on the phone.

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