Is Twitter a complete waste of time and effort? Sure it has 145 million users worldwide and the tech/journalistic community is obsessed with it. But for marketing or awareness is it a waste of time?
Yes and No. Twitter has become a very focused network of tech savvy individuals. Although there is a subset of users here and there that use it for strictly communication and entertainment purposes– it still is the home of the techies. Business Insider makes three great points about this:
Conventional marketing wisdom holds that predicting success in cultural markets is mostly a matter of anticipating the preferences of the millions of individual people who participate in them. If you are aware of the concept of Cumulative Advantage– that is things rise to the top not because they are better quality than the alternatives, but because people copy what their friends do: a tiny rise in popularity an early stage can mean massive popularity further down the line.
Have you ever thought or said to someone to just Google It? I’ve heard this phrase quite a bit, I’ve seen the phrase throughout the years, and even 4 year old children know about it.
How did this phrase come about? Did Google launch a major campaign and marketing effort to change the minds of someone saying they are going to ‘search’ to ‘google’? Did they run banner ads, print campaigns, commercials on TV and in movie theaters? Did they try to capture the youth market with hip ads and young adults putting their search engine to use while on a mountain snowboarding and drinking RedBull?
Ah no… the term came to be because of utility–because it was highly effective and a product that stood out amongst all the others. So “just google it” became synonymous with search.
Real time search and some changes in technology is bringing on what I think is the next revolution of digital engagement. This next revolution is the convergence of the web and modern media. From radio, TV, to the internet news and content will be the same. Not only the same but content will be able to be placed in multiple platforms at a speed we could have only imagined a few years ago.
If you’ve noticed the changes in Google and other SE’s regarding adopting real time search you’ve gotten just a glimpse at what is possible. Imagine real time viewing habits from your TV. Or the convergence of radio programs that are available across devices and on demand. We are in the early stages of this with applications like IHeartRadio.
Isn’t the way marketers explain how to capture customers some of the oddest verbiage out there? The old mousetrap technique.
Here is the big problem with the state of mouse. These little squeaky things they’ve gotten intelligent and somehow they have evolved. So that spring loaded mousetrap with the cheese you have in the basement hasn’t even been touched and if it has it’s been dismantled without you even noticing.
[this post is a combination of a few ideas from my book I’m steadfastly working to complete]
To me this has always fell into the realm of the branding bucket of nonsense. It’s something that a company or brand can use to say they are engaging their audience. A check mark to say they are engaging in conversations with their influencers. Hey look at me I’m hanging out with the cool kids, only the cool kids were cool 10 years ago…
A new Pew Research Center analysis gives us some good insights into the modern mother. The report compares women who gave birth in 1990 to those in 2008.
A few things that you can take from this survey if this segment fits into your target market:
Few mothers are married. In 1990 72% childbirth mothers where married in 2008 this was only 59% of childbirths.
The average age for a woman having her first baby gained a year, from 24 to 25.
Higher percentage of Hispanic and Asian mothers compared to White women. In fact a large decline in mothers who were white (65% in 1990, 53% in 2008)
What do Moms like?
The study also found that new moms like social media and free stuff.
The study found that women with children at home are more likely to use Facebook (60.3%), MySpace (42.4%) and Twitter (16.5%) than average adults (50.2%, 34.4%, 15.0%, respectively). Moreover, 15.3% maintain their own blog.
In addition, on a scale of one to five, when asked what types of promotions most influence their purchases, product samples in the store (3.8), product samples delivered to home (3.6), loyalty cards (3.5), and special displays (3.4) rank as moms’ favorites.
This shows that mothers are getting older and putting off giving birth to later in life. This has been known for a while now but what hasn’t been as explored is what this means for the women later in life. How do these trends effect the types of products or services they will be looking for as their children age?
The key right now is get your product or service into the hands of new mothers. Also I was surprised by the percentage of mothers that maintain their own blog… 15%. If you have a product or service in this market work on connecting with this 15%.
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Not surprisingly, Apple doesn’t play follow the leader on Facebook. As other sexy brands like Starbucks (SBUX) and Target (TGT) chase each other to win fans on pages under the umbrellas of their company names, Apple has taken a more nuanced approach. Instead of creating an official Apple page to gather fans at large, the company focuses its efforts on specific product pages that function more as selling platforms than fanclubs. I did a quick video on this.