How many people are really reading and commenting to blogs for product/service information? What about those people who are not connected, how do we market to them other than using paid media?
Before you tell your boss that you would like to cancel your media buy for the rest of '07 and '08 and move those funds to create Web 2.0 tools with consumer content, etc. You may want to find out who is actually using those tools.
I've always believed that consumer driven content is a great way to "spread the word" and to "generate a buzz". It can be a very credible resource for those who are "shopping" for a product or service. I feel that you also need to drive people to those new media resources by using traditional media that is creative, strategic and targeted.
Back in Marketing 101 we learned about the Marketing Mix (Advertising, PR, Promotion, etc.) I think that it in today's world companies need to have a mix of New and Traditional media in their marketing plans. How that mix is divided will depend on the company, the industry and of course the targeted audience.
Todd Chavez of Chavez Research sent me an interesting study titled A Typology of Information and Communication Technology Users. You can view/download the study here at Pew/Internet.
The report is based on the findings of a daily tracking survey on American's use of the Internet. Telephone interviews were conducted by the Princeton Survey Research Associates between Feb. 15 and April 6, 2006, among a sample of 4,001 adults 18 and over.
Here is a brief snap shot of the studies findings.
8% - Have the most information gadgets and services, which they use voraciously to participate in cyberspace and express themselves on-line and do a range of Web 2.0 activities such as blogging and managing their own web pages.
7% They connect to people and manage digital content using featured packed cell phones and frequent on-line use. High levels of satisfaction about how Information Communication Technologies (ICTs) let them work with community groups and pursue hobbies.
8% Are frequent users of the Internet and less avid about cell phones. They are not thrilled w/ICT-enabled connectivity.
8% Have strongly positive views about how technology lets them keep up with others, do their jobs, and learn new things.
10% Fully embrace the functionality of their cell phones. they use the Internet , but not often and like how ICTs connect them to others.
10% have invested in a lot of technology, but they find the connectivity intrusive and information something of a burden.
8% Occasionally take advantage of interactivity, but if they had more experience, they might do more with ICTs.
15% Have some technology, but it does not play a central role in their daily lives. They are satisfied with what ICTs do for them.
11% Despite having either cell phones or on-line access, these users use ICTs only intermittently and find connectivity annoying.
15% Have either cell phones nor Internet connectivity, tend to be older adults who are content with old media.
I look forward to hearing what your thoughts are. As always please pass this on if you find it interesting.
-Jarred
