Firms Must Tailor Web Sites to Digital "Tribes"

Firms Must Tailor Web Sites to Digital "Tribes"

IT companies must view their customers as members of "digital tribes" and tailor online IT services to them if they are to be successful, according to a white paper from KPMG published today. Revenue models also need to be adapted to these tribes, otherwise firms risk driving traffic away from their internet site, the report says.
Typical "tribes" are followers of a sports team, computer game enthusiasts, or fans of a band. Allowing these fans to use IT connectivity to talk to each other and tailoring services to their needs is as important as having good content on a site, according to Tudor Aw, convergence partner at KPMG and author of the report.