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Sunday, November 19, 2006
Turning funnels into megaphones 
| | Executive Summary:
Social media has changed the way consumers communicate with each other. Marketers are looking to capitalize on social media's influential audiences. |
| | - What characterizes influential people online?
- How will influential groups behave online in the near term?
How can advertisers market to influential groups online to achieve campaign-branding goals?
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| | - Two Groups of Valuable Influential Consumer Groups Exist Online
- Outlook: New and Classic Influenitals Will Be Valuable at Opposite Ends of the Purchase Funnel
- Mandate: Advertisers Must Use Different Tactics to Successfully Engage New and Classic Influentials
- Report Methodology
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| | And here is your Table of Figures: |
| | Fig. 1: Influential Group Profiles
Fig. 2: Instances of Advice Requested of Consumers by Friends Regarding Purchase Decisions
Fig. 3: Consumer Activities Conducted Online Monthly or More Frequently in the Past Year
Fig. 4: Consumer Purposes for Potential Uses of Social Networking Sites
Fig. 5: Purchase Funnel
Fig. 6: Flow of Information from Influentials to Other Consumers
Fig. 7: Marketers' Reasons for Use of Online Advertising
Fig. 8: Consumers' Activities as a Result of Viewing Online Advertising
Fig. 9: Motivation of Online Benefits to Drive Consumers to Provide Personal Information
Fig. 10: Consumer Attitudes Regarding Online Advertising
Fig. 11: Consumer Interest in Being First to Receive New Product Information |
| | Ya gotta pay for those too. |
| | Think for a minute about how much more useful (or obsolete) marketing would be if customers had actual relationships, or the means to initiate relationships — on the customers' terms — when and where they wanted to initiate them? |
| | Wouldn't it be handy if customers could, at their discretion, by themselves or in whatever groups they feel like assembling (in the wild open and free marketplace, rather than in any vendor's or intermediary's silo), tell vendors what they are looking for, and under what conditions? Including what they are willing to pay? |
| | We're talking about a real marketplace here. Not eBay or any other walled garden. |
| | We're talking about relieving vendors of the need to do complex guesswork about what customers want. |
| | We're talking about efficient and easy ways to satisfy money-in-hand demand, rather than more ways of 'creating' or manipulating demand. |
| | We're talking about obsoleting advertising as we know it. Marketing too. |
| | We're talking about re-framing markets as real places where transactions, conversations and relationships happen between independent participants on terms and conditions that are work well for everybody. |
| | We're talking about creating the means for leveraging customer independence, choice and rights to obtain respect and authority independent of any private online marketplace, or any search engine. |
| | We're talking about VRM, for Vendor Relationship Management. Some have suggested RM for just Relationship Management. Others have suggested XRM, for managing relationships with anybody, including one's own social networks — ranging from memberships in organizations to email white and black lists. Whatever we call it, the subject will be front & center at the Internet Identity Workshop coming up in December. |
| | We're talking about giving research organizations and their clients reasons to stop looking at each of us as "consumers", "audiences", or cattle that can be "driven" to do anything. |
| | We're talking about flattening the power relationships between vendors and customers, for the good of both. |
| | I could go on, but it's Sunday morning, and I'm off to make breakfast, have some fun with the family, and buy stuff from vendors who don't treat people like plankton. |
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