Colleague and friend Jim Hopes started an email exchange this week, citing two relevant stories that were published by Research Brief. First was an article about how online ads impact women (click here to see the 7/5 story), which suggested that women who visit blogs are far more likely to pay attention to online ads. The implied reason: They consider the blog a trusted source, and the adjacent ads are welcomed by association. The story cited a research report entitled “What Women Want From the Web,” published by Unicast.
In an unrelated but equally interesting story, Research Brief featured a study by Lucid Marketing that shed light on how often moms are using Twitter, and why. 68% said the reason they will follow a business on Twitter is because they provide useful information; only 60% said it was to make sure they find out about good deals. (Click here to read the article published on 7/6.)
Implications: A lot of companies are spending a lot of time and money trying to figure out how to use the web, social networking, and mobile marketing. But the better question might be: How are your customers using these tools?
The Research Brief articles are very good… but it would be dangerous to settle for such a broad target as “women,” or “moms.” Come up with a better descriptive for your customers and prospects. Do they have careers? Families? Both? What are their life priorities? How are they using technology to satisfy those priorities? What do they like to do for fun? How does technology facilitate that pastime?
Technology is the means. Getting consumers to respond is the endgame.
Mike Anderson
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