Well, not really... Next up in this social media exploration, we will be looking at two websites and how they have arrived at their respective target markets for the same product: diapers.
Just Cheap Diapers - http://www.justcheapdiapers.com/
This site/business was created by Joyce Bangga, a mother of four, with a goal that is very explicit and that she successfully empathizes. This is simply to get cheap diapers, that are also of high quality as stated very clearly on the head banner of the site (so as not too have 'cheap' be a deterrent).
Of note is the simplicity of the site. It is fairly easy to navigate and a link to the products are clearly displayed, and they are themselves neatly organized. This makes it very accessible for the busy parent to get around. Bangga notes that the business is based in the Philippines, however the site being presented in English which may suggest that she is seeking a much wider (English-speaking) audience.
The site also features a couple of calls to action that can be found in the Home Page and mirrored into the 'About Us' section. The one that stands out the most is the big blue and pink button that guides the potential customer to a special sale for that month. The second most clear is a button on the button that asks the viewer to find the company on Facebook. Finally, there are more subtle tools for engagement that give the visitor the opportunity to follow them on Twitter, Google+, and Facebook.
Considering all of the moves that it makes in presentation, I believe that the site indicates that the market Bangga is trying to tap is fairly broad. One could say that it targets individuals or households that want high quality cheap diapers for their small children. At the most narrow, these are going to be particularly and financially conscience parents with newborns or the like.
Econobum - http://www.econobum.com/
In contrast to the preceding site, is Econobum. Again, they sell the same type of product but their diapers are reusable, touting utility lasting into the days of potty training. The site also makes a point of how sustainable the business seeks to be, with practices that promote low-impact production of the product and charitable aspirations that it has achieved. It also plays up its affordability.
A lot of the aesthetics give the impression that sustainability is of high consideration to the marketing of the product as it features very green, and light color palettes as well as leafy details scattered around. The About Us section of Econobum definitely goes further than Just Cheap. It introduces and provides a picture of the creators family and invests more time in crafting the story of how the business came about. There are also features pointing toward awards it has won, their philanthropic obligations, and a way to contact them.
In terms of calls to action, there is the 'Say Hello' button that will provide the means for the visitor to contact the business. But the front page is a bit more populated with opportunities to become more engaged with the site: A way to find a retailer selling the diapers, a link to product reviews to follow, and the option to receive a newsletter. Interestingly, the order that these options appear descend in real estate on this section of the site. And finally, they also include buttons to follow them on Twitter and Facebook.
It's clear that the target market is much more specific than Just Cheap Diapers. It targets everyone that Just Cheap Diapers does, but also those families who want to support sustainable endeavors and who think green about what they buy. The site also invests time in defining the companies culture which can be valuable to consumers who also want to ally their support with conscience companies. Even the name appears to reference this niche: eco-: ecology; econ-: economical; -bum: baby bottoms.
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