The equilibrium to maximize Internet

In general, already 24% of luxury goods consumers shop online and 77% of individuals in this segment regularly visit websites related to luxury products… markets are now global, Internet has broken barriers, we can see good expectations for luxury market but, what about forecast for the economy in next years? World economy will grow, about all in the BRIC countries, because they are changing from production largely for exports to the focus in internal demand. USA will grow too, and the problem is in Europe, here we invest less in R+D and we need to run towards a political model like a European United States.

We know the world run in diverse speed, we know there are rich people because there are poor people, but if we are looking the equilibrium like a good measure, we should to resolve first political situation, we are in risk to increase this differences thanks to technology, and their mission is the opposite.

Internet is a very good tool; it has the ability to get globally but at the same time it has the power to underline differences between zones of world. Marketing people don’t think in this aspect, because their only objective is to increase sales or to improve any brand, we never think in consequences. All is in relation, because Internet is a virtual net and the reflect of the real net.

Rich people have the opportunity to increase their purchases by Internet in anyplace in the world, even in poor countries. Of course, Internet isn’t the main cause of big differences between geographic zones, but it have a large potential to increase sales in everywhere, and that’s a new option. Is Internet democratic? Yes, because everybody can have access to this platform, but really I think in many cases could put more differences than opportunities, above all in poor countries.

What can the marketing managers to improve this situation? It’s difficult, because the main step is to increase sales…but is it possible to do segmentation in Internet inside the geographic segmentation?