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Demographics: How the"Digital Savvy" Serves as Predictor of Digital Trends

Thu, 05/29/2008 - 01:00 — admin

Just 6% of consumers nationally are considered “Digital Savvy,” but Scarborough Research says this influential group predicts digital behaviors that will become the norm.

The Digital Savvy skew male, more than half (53%) are 34 years of age or younger and they are affluent – 57% have household incomes of $75K or more.  They tend to be entrepreneurial, business decision makers, and are active consumers of online weather and news, and frequently listen to and download online TV, video and radio content. Their “on-the-go” lifestyle means they utilize and rely on their cell phones for communication and info much more than the average person and they’re big users of IM.

B-to-B marketers, particularly of computer hardware, software and information technology need to be aware that the Digital Savvy are disproportionately represented among corporate decision-makers.

The Digital Savvy are also above average consumers of luxury automobiles and heavy online spenders. Messaging to this group should reflect diversity since Asians, and US born Hispanics are more likely to be part of this group than the general population. Mobile marketing may be a good way to reach the Digital Savvy since they are avid mobile users.

Source: Understanding the Digital Savvy Consumer, Scarborough Research, May, 2008

Are Marketing’s Contributions Valued By Your Company/Client?

Mon, 05/12/2008 - 01:00 — admin

It’s All About Performance

It’s frustrating to feel that your hard work isn’t appreciated.

But maybe your hard work isn’t valued because there’s no clear link between your work and improved business performance, i.e. revenue growth.

A recent post in Search Engine Watch reminds web analysts that their job is to provide information that helps the company maximize business performance, not simply to create comprehensive, complex databases. It reminded me that every individual in the organization, including marketing, needs to ensure their contributions result in enhanced business performance for the company (or their client.)

Sales and marketing functions have been forced into separate silos in many companies for so long that lots of marketing folks have forgotten that selling is the point of marketing. Too often generating sales is assumed to be the sales department's responsibility alone when it should be viewed as an organizational effort.

Can you explain how the brand strategy you’ve painstakingly created, the results of the focus groups you’re contemplating, increased ‘engagement’ or new creative will ultimately contribute to increased sales?

If not, reexamine marketing strategies and tactics to ensure they meet the business performance objectives of your company or client.

Google’s 9 Principles of Innovation

Wed, 03/12/2008 - 19:26 — admin

Dreaming up fresh, original, ground breaking ideas is tough. Yet some people create new ideas effortlessly, while others struggle.

Want to exercise your creative muscle? Take a look at this article to learn some of the techniques Google utilizes to encourage innovation within the company.

One example: “Creativity Loves Constraints,” says Google’s VP of Search Products. “People think of creativity as this sort of unbridled thing, but engineers thrive on constraints.”

So true. The most creative and prolific agency folks I’ve known are those that rely on a creative strategy or strategic roadmap to frame their creative efforts.

And briefs aren’t just for agencies, btw; every company needs guidelines to keep ideation on track.

If you have a minute, take a look. The article is a fast read and well worth your time if innovation is important to your business.

Work.com

Work.com is a business-to-business expert community publishing platform where experts share advice on common business topics. Work.com features more than 3,000 How-to Guides written by business experts. Anyone with expertise to share can create a Work.com guide, and the guides are ranked by Work.com site visitors based on how useful they find the guide.

Top ranked guides are featured prominently on Work.com and are syndicated onto Business.com to help Business.com visitors learn more about specific product or service categories.

PartnerUp

PartnerUp is a social network that helps entrepreneurs and small businesses find business partners, co-founders, executives, and board members, ask for and offer advice, and find service providers and commercial real estate.

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