ABSTRACT
This chapter looks inside the online customer's mind. It explores customers' issues, worries, fears and phobias as well as other motivators for going online – and how marketers can respond to these behaviours. The chapter also looks at on-site behaviour, the online buying process and the many influencing variables. Customers continue to change their media habits; digital customers also have a big appetite for small screens. More entertainment is consumed on mobile than on the big screens. The chapter explores online customers – who they are, why they go online, their expectations, their fears and their phobias. It examines their online buying process as their internal mental processes right through to forming relationships and building communities. The chapter then looks at the future – the 'post-literate customer' – and shows how to research the online customer. It helps how to manage customer expectations and reviews what customers expect when they visit a web site and how to deliver expectations.
