via www.brandingstrategyinsider.com/

The diversity of the 18-49 demographic certainly isn't new, and on the surface shouldn't be cited as a notable trend for 2010. But, when you stop to think about how different the media world is for an 18 year-old, relative to a 49 year-old, you might just be ready to step away from a target cohort that doesn't hold up. And every year, the divide between 'internet-raised' and 'television-raised' consumers becomes more profound. Just read 'Media Generations' by Martin Block PhD, Don Schultz PhD, and BIGresearch, and you'll quickly understand that today's 18-49 demographic cohort contains four different media generations.

A more finegrained means of target demographics is necessary.

via adage.com/

He went on to apply a similar standard to the broader world of consumer-generated media. "I think when we call it 'consumer-generated media,' we're being predatory," he said. "Who said this is media? Media is something you can buy and sell. Media contains inventory. Media contains blank spaces. Consumers weren't trying to generate media. They were trying to talk to somebody.

Marketer vermutet, dass der SN inhalt nicht media ist. sondern einfach unterhaltung (chat).

er sieht den wert nicht ;)

via www.fastcompany.com/

In truth, it was an old--even hoary--marketing concept, dating back to 1955, when the pioneering sociologists Elihu Katz and Paul Lazarsfeld wrote Personal Influence. They had argued that advertising affected society through a two-step process: Companies broadcast messages, which were then seized upon by "opinion leaders" who proselytized their peers. They weren't talking about celebrities like Oprah or even Paris Hilton, but about the rare everyday people who catalyze trends. Reach those opinion leaders, Katz and Lazarsfeld argued, and you'd quickly convert the masses.

Gladwell reanimated this concept in The Tipping Point. To help illustrate the cultural sway of his hypernetworked protagonists, he tapped the renowned 1967 "Six Degrees of Separation" study by sociologist Stanley Milgram. In that experiment, Milgram had given letters to 160 people in Nebraska, with instructions to ferry them to a particular stockbroker in Boston by passing the letters along to a colleague socially closer to the target.

Twitter untersuchen, inwiefern z.B. Gruber o.a. als Opinion Leaders gelten können...

via www.connectedmarketing.de/

Der Twitterer mit den Nachrichten aus der Baby-Krabbelgruppe denkt über eine neue Lebensversicherung nach, um die Sie pitchen. Wenn Sie meinen, dass all diese Menschen und all die anderen, die das Web für sich und ihre ganz eigenen Ideen und Projekt entdeckt haben (dazu deren Freunde, Familien, Bekannten), nichts als Loser sind, dann bedeutet das letztlich, dass Sie Ihre Kunden für Loser halten

Die Marketing-Relevanz von Twitter ergibt sich von den Usern als Mediatoren, die die Nachrichten der Nutzer weitertragen.

via www.connectedmarketing.de/

Denn wenn es eine Kompetenz gibt, die man künftig brauchen wird, dann ist das die Kompetenz "Zuhören". Wem? Natürlich – den "Losern". Oder anders gesagt: allen Menschen, die was zum Produkt zu sagen haben. Tausenden von Leuten, deren Meinung mittlerweile einfach mehr zählt als die eine Idee des Werbers. Das hat viel mit Respekt zu tun, mit Interesse, mit Offenheit und Neugier.

via www.connectedmarketing.de/

Das 20. Jahrhundert war in der Werbung das Jahrhundert der Idee. Das 21. Jahrhundert wird das Jahrhundert des Menschen sein.

via www.tuaw.com/

fear of switching is the foundation of customer loyalty for PCs.

From a Get-a-Mac Add. Tough one.

via freakonomics.blogs.nytimes.com/

But why should we be the sole beneficiaries of such blegs? Surely our readers, in addition to providing a great reservoir of diverse knowledge, also have bleg requests of their own.

Freakonomics blog nutzen, um meine digg arbeit und quotevault zu vermarkten

via wine-econ.org/

The story is told of a sales call that Ernest Gallo made to a New York customer in the dark days of the depression. He offered sample glasses of two red wines - one costing five cents per bottle and the other ten cents. The buyer tasted both and pronounced, “I’ll take the ten-cent one.” The wine in the two glasses was exactly the same. Clearly, the customer wanted to buy an identity - the image of someone who wouldn’t drink that five-cent rotgut- even if he couldn’t actually taste the difference.

I love this story. It is in many ways verified but also superseeded by newer psychological findings. However, this quote, in a way explains a lot about the 'why' of people acting. Try to transfer this image of buying an identity onto other social acts, and you'll see, there's (still) much, oh so much, to harness.