Mark Earls:
Marketers need to stop thinking about individuals acting on their own and throw out the notion of ‘the' consumer. They should recognise instead that human beings are first and foremost social animals; what they do, they always do in the company of others (real or imagined).Marketers should also change how they think about targeting. Forget the concept of individuals who can be reached by certain media channels; instead think of connected, social beings and social groups.Marketers should focus on the most influential customer; that is the consumer who holds the greatest sway over the majority of his or her peers.
Marketers need to stop thinking about individuals acting on their own and throw out the notion of ‘the' consumer. They should recognise instead that human beings are first and foremost social animals; what they do, they always do in the company of others (real or imagined).
Marketers should also change how they think about targeting. Forget the concept of individuals who can be reached by certain media channels; instead think of connected, social beings and social groups.
Marketers should focus on the most influential customer; that is the consumer who holds the greatest sway over the majority of his or her peers.
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Robin Grant
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