Internet shoppers emerge as key trendsetters

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Internet shoppers, being more affluent and better educated that the consumer population at large, are the trendsetters companies must influence in the new economy as traditional brand loyalties no longer apply online, contends Total Research Corp., a Princeton, N.J., market research company. Marketers shouldn't consider the Internet just another promotional vehicle for building traditional brand loyalties, the company claims, because traditional brand loyalties no longer apply to online commerce. Marketers instead should concentrate on redefining brand strategies, either by reinventing brands or by developing completely new brands better suited for the new Internet economy.

Copyright February 2000, Crain Communications Inc.

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