 Scarborough Research reports: An
analysis of the country’s most high-tech consumers: where they live,
who they are, what they buy and what they watch/listen to/read
Gary Meo,
senior vice president, print and digital media services, Scarborough
Research, said “The most Digitally Savvy markets.typically have the
presence of major universities and represent established tech corridors
in the U.S… They are early adopters when it comes to fully integrating
new technologies into their lives, .their shopping patterns,
demographics and lifestyles could presage behaviors of consumers across
the country.”
Active
lifestyles and on-the-go living are the hallmarks of the Digital Savvy.
They use the internet as a primary source of information and
communications. They are geared towards Web time, which is Now not tomorrow. They are influenced by peers more than they are brands.
Are Brands Listening?
Most brands look at data like this and view it as a ripe ground for marketing and reach. While true the primary issue is “how to market and reach” audiences like these.
The methods of the past are not the right methods of the future, or even today. The “how to” answer is totally different than the “how to” solutions of the past. Marketing and public relations has shifted to conversational methods. A good conversation is open, honest and any attempt to spin is quickly detected.
Marketing and
public relations methods must now learn how to present Socialutions
that increase the value of relationships by solving people’s problems
or presenting them with new solutions. A product or services value has always been and always will be “what can it do for me”.
If you have a conversation and promise to do something than
your fulfillment of that promise needs to deliver beyond the
expectations set by your markeing. Otherwise the people are likely to
share their disappointed experience with others, one to one to millions.
The Socialutions answers for improving relational sales requires a different way of thinking.
What say you?
To see Scarborough Research full report go here |