Thanks to Marketing VOX for the pointer to a recent report from emarketer on a CNN, USA Today, Gallup study on the use of and awareness of blogs. Some of the high/low lights:
US adults are aware of blogs — just 7% say they are "very familiar"
with them, compared to 56% who say they are "not at all familiar."
I guess that this is kind of like preaching to the choir- but clearly, the early blog adopters are the most committed to the medium.
But there is one group that flocks to blogs for daily updates — bloggers. As reported in Blog Readers Say Blogging Is Big,
most bloggers read multiple blogs every day. And about three-fourths of
bloggers read blogs because they feel the sites expose them to news
they can't find elsewhere, and provide them with a better perspective.
Interesting info today from Marketing Vox that spells bad news for Newspapers,
The Kelsey Group revealed figures last night showing 70 percent of U.S.
households turn to the internet for local products and services. That
went up 16 percent in 2004 over the previous year, putting the internet
on par with newspapers and showing a trend line likely to overtake
newspapers very shortly.
Internet ad spending grew tremendously in the U.K. last year, almost as
much as the U.K.'s Advertising Association predicted, according to BrandRepublic.
Growing 44.5 percent over 2003 billings, adspend for British online
properties reached 597 million quid, approaching the point at which
U.K. advertisers spend more online than they do on radio.
Some great advice from the Radiant Marketing Group on the success that Lex Blogs has had marketing their blog consulting services. I think that the model that Lex Blogs is using in the Law space will work very well as Revolution Communications works to expand on the success of SoGoNow and provide innovative blogs in the tourism space to destinations, resorts and attractions.
According to Blogads, Blog readers are pretty influential folk.
Now you can tell your pajama-bashing friends
that the data from last week's blog reader survey indicates that 70% of
blog readers are influentials, those articulate, networked 10% of
Americans who set the agenda for the other 90%.
Great advice for advertising agencies, PR agencies and marketing consultants from Dana VanDen Heuvel on open source marketing.
Customers, yes your customers, are moving away from your cheezy TV ads,
print flyers, direct mail campaigns and other
ad-agency-revenue-generating paraphenalia and toward their taking
marketing into their own hands. The problem is, most marketing
consultants aren't there yet.
The way that people communicate and exchange information and ideas is changing and while it may be more comfortable and profitable in the near term to continue with the "tried and true" marketing tactics, those marketers that do not fully understand this evolution will be left behind in no time-flat.
Most destination travel sites are just laundry lists of the hotels, attractions and restaurants that are members of a visitors bureau. And the booking engines don't really care where you go so long as you buy an airline ticket or hotel room.
Thanks to a great group of dedicated travel writers who are contributing to the site, SoGoNow is full of travel information to inspire your next vacation
including reviews and articles on destinations, attractions, shopping,
restaurants, nightlife, art, culture, spa's and great travel deals. I would also like to invite anybody with a travel story or review to contribute it to the site- just click on the contribute button and attach your story and any photos to the e-mail and I will get them up ASAP. We are building a community of interested and interesting travelers and I would love to see your comments, ideas and additions to the individual articles on the site. Thanks for your support.
Here's my thesis: companies
that have lots of bloggers will end up making better products, will end
up having better marketing and PR, will end up making more profit at
the end of the day, and will be more likely to have more than one "hit
product" and will be more likely to last 100s of years. - Robert Scoble
But engaging customers in a
dialogue isn't simple. You're perplexed why they aren't dying to yak
specifically about your baby, your product - but rather prefer to talk
about their burning issues.
To really know your customer, you need to become customer-centric. And their world may not (gasp) revolve around your product.
Marketers too often get stuck in the attributes, specifications, and perceived competitive advantages of the product or service that they are selling and forget that their customers just want to solve their own problems. The post in Crossroads Dispatches has a couple of examples of the difference between knowing your product and knowing your customer.
The Trendwatching newsletter is out and as usual it comes with a tremendous amount of insight. The trend of the month is Noveau Niche. Some interesting points:
Consumers are more individualized than ever, expecting every good,
service and experience to be addressing their unique and oh so
important selves. Gone are the traditional demographic segments, the
distinct consumer classes
Consumers are also more experienced than ever. They expertly cut
through the crap, ignore advertising, and know which quality and price
levels are fair. They actively hunt for the best of the best, and the
best of the best is often NOT mass.
The combination of online transparency of supply, prices,
recommendations and opinions AND near one billion online users enables
a match-making game connecting insanely segmented supply with equally
fragmented NOUVEAU NICHE demand.
So naturally, communicating to these Nouveau Niche markets will require a different kind of marketing effort - Direct marketing of relevant and personalized messages on a mass scale. If anybody has some other examples of great targeted consumer campaigns please let me know.