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Which Targeted Segment Are You Marketing To? Part III:

Which Targeted Segment Are You Marketing To? Part III:
Lifestage — Different Ages, Different Stages

Lifestyles are becoming streamlined, customized, and individual. Lifestyle marketing becomes a fine-hued set of skills where you take a somewhat common product or service and redesign it for a niche segment. You learn to discover original and innovative pathways to your target audience. Every age group brings on the possibilities for capturing an entire segment of the population, for marketers who study and recognize the elements of change, and how it affects products.

Lifestyle marketing models are developed to corroborate the beliefs and core values of potential clients. Consumers are time and again changing their observations, outlooks, and spending patterns. This creates a need for considerable effort and research to keep track of these changes.

As an example, lets take the overall group of consumers who are either retired, or approaching retirement, and consider their needs, as viewed by a marketer intent on catering to the spending abilities of the so-called Baby-Boomer age group. More and more each day, many of the Boomers begin to think in terms of refocusing rather than retiring.

Refocusing would allow this person to give his or her employer the mental and actual boot out the door, leaving them free to do something they enjoy that would keep them active and alert. This new fork in the road might even bring in some supplementary income. Rather than refocusing on just one activity (somewhat like leaving one job for another), this individual is wanting to diversify their activities.

Perhaps some charity work, perhaps running a small Internet business, or perhaps some short-term, part-time work will fit them best. These people want to choose how much time they devote to any of their medley of choices. In this short scenario, keep a vision of the products and services that accompany the self-employed, older person. Products might range from software tools to automobiles! And this particular group, historically, is in a financial position to make major purchases.

The savvy marketer will not actually have to engineer new products, but instead, will innovate around the lifestyle, and repackage or tweak existing offerings to fit the need of the Boomer. Or, this could be applied to any targeted group.

Another factor that is setting hurdles in the lifestyle marketing equation is the inroad the Internet has created in buying patterns. Businesses must now take into consideration the online consumer, and base their product or service on the New Age consumers activity and shopping habits — which can also change in a hurry!

No matter your targeted lifestyle group, one of your primary challenges will be constant research and investigation. These are the keys to tapping into any group of consumers needs and wants, no matter the differing stages in life.

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How To Create Products That Are Useful To Users And

How To Create Products That Are Useful To Users And Their Culture, Part I:
Understanding What Culture Means And How It Affects Your Business

It has long been recognized that language and culture have remarkable influence on business relations. How do you generate products that fit into dissimilar cultures, in numerous languages? How do you develop positive merchant/consumer relationships with today’s diversity in cultures?

The world is quickly becoming more and more global in the sense that communities of diverse cultures begin to communicate more freely. Additionally, there are resources for communicating thoughts and ideas across cultures, such as television, the Internet and so on.

The United Nations Educational, Scientific and Cultural Organization UNESCO (2002) described culture in this way: “… Culture should be regarded as the set of distinctive spiritual, material, intellectual and emotional features of society or a social group, and that it encompasses, in addition to art and literature, lifestyles, ways of living together, value systems, traditions and beliefs.” This description will, of course, have huge impact on the products we create and sell online.

To add to the complexity, large societies often have subcultures, which are groups of people with distinctive sets of activities and beliefs that distinguish them from the larger culture, of which they are a part. The subculture might be unique because of the age of the members, or by their race, ethnicity, class or gender. The descriptions that establish a subculture as separate may be religious, aesthetic, political, occupational, sexual, or a mixture of these factors. As you can see, you, as an Internet business owner, have many choices. It is up to you, to see this as a massive blessing, or an overwhelming set of options!

With ownership of computers rapidly becoming commonplace, and Internet usage growing daily, online access is quickly becoming the primary entryway for information, shopping, and services. Additionally, those computer and Internet users are increasingly from non-English speaking areas of the globe. What does this mean for you, the digital businessperson? Is it now time to consider going global with your products? What will this mean, for updating and revamping your Web site?

Web site localization is the process of transforming an existing Web site to make it accessible and culturally fitting to a target audience. Web site localization is a multifaceted process that will need your programming expertise as well as some linguistic and cultural knowledge. Remember… culture affects everything we do, say, read, hear, and think. Even Web sites cannot break away from the influence of culture.

We are in a time where the Internet is coming into more and more homes. It is vital that businesses involved in the globalization of their company consider Web site localization and realize that they must begin with some useful cross-cultural analysis. Are you ready to begin giving some serious thought about expanding your business to a global marketplace?

We can all anticipate learning a lot from one other if we will only listen and learn. The worlds populations are not so far apart as they once were. We literally can visit anywhere, at any time! Every culture has its knowledge and all of us should begin to collect knowledge of every culture.

Please continue reading:
How To Create Products That Are Useful To Users And Their Culture, Part II:
Getting Your Web Site And Products Ready To Meet The World!

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