Traditional Marketing Managers – Upgrade!

20Mar07

This post emerges from the tiring & multiple attempts online media managers make to traditional marketing managers of how online media works. And, I’ve been challenged when a manager comes up to me and say target this search marketing campaign to 18-24, SEC A, Metros, with annual income of less than 5 Lacs. O.K – is it April fools day already & again?

As humans we are used to one directional messages when it comes from marketers, but with evolving human behavior & interactivity – we all want more – similarly we need to change the way we segment our markets more importantly consumers online.

India as it is has low internet penetration; where we know that 70% of the users are SEC A. It’s about time traditional marketing managers got realistic.

Interactivity doesn’t mean “download wallpapers” For heaven’s sake stop creating micro-sites with the lame purpose, no content and talk about interactivity. That’s a long way. And, a whole bunch of people agree with me on this.

First step to unlearn is to watch your own online surfing pattern (please don’t make it the gospel truth). Aggregate these patterns across people you know, take a comfortable sample size of 25 people & observe for a week or so. Now take your product/service & segment it given your sample size against online media; chances are 50% of the 25 people will fit into your target audience from the traditional perspective.

Your assignment now is to identify tasks or content consumed by your target audience & then build your online strategy. You’ll instantly see the connect with all the 25 people or at least 98% of them.

Read more before you talk internet jargon. There is a whole bunch of online possibilities which your brand has not discovered. Whatever happened to the spirit of Marketing!

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