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10.27.06
When Marketing Online, Don't Forget The Rich
 By
Jason Lee Miller
Time for stating the obvious: wealthier people are more likely to have computers, Internet access and credit cards with nice elastic limits.
That being said, online retailers should not forget the very important rich person demographic.
As James Belcher at eMarketer points out, retailers often shy away from carrying high-end merchandise online. But they shouldn't.
"Although it may seem odd to the average PC buyer to consider buying a $5,000-plus Alienware or similar luxe model without seeing it first, affluent consumers' general Web expertise makes this type of sale more natural."
Not just that, but affluent people prefer buying online.
From printers to laptops to desktops, around 60 percent of affluent consumers plan to purchase these things online.
And guess how they plan to research those products.
Of the 93 percent of affluent consumers that like to research before buying electronic items, as opposed to just being so rich that credit cards fly at will, nearly two-thirds of them are incorporating search engines and product Websites as part of that.
Over a quarter add an email newsletter to the process.
So that leaves online retailers with some objectives:
Find indiscriminate seven percent of rich people, sell them stuff until a margarita takes their attention away.
Find the rest through preferred media by search advertising, SEO, and email newsletters.
Update product pages with high-end items.
About the Author:
Jason L. Miller is a staff writer for WebProNews covering technology and business.
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