At the heart of Social Technographics is consumer data that looks at how consumers approach social technologies – not just the adoption of individual technologies. We group consumers into six different categories of participation – and participation at one level may or may not overlap with participation at other levels. We use the metaphor of a ladder to show this, with the rungs at the higher end of the ladder indicating a higher level of participation. (http://forrester.typepad.com/groundswell/2007/04/forresters_new_.html)
Listening to audiences, customer panels, demographics you are trying to market is crucial with this new hierarchy of marketing in social media. Top level executives will need to start listening to the needs and wants of their customers and no longer "assume" according to false marketing trends analysts based on past trends. Social Media is a new trend and all businesses need to start listening.
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