During what I call the “black and white” days of the internet in 1995, when email was a green screen “app”, I presented a direct mail CEO with a business plan for direct marketing online. When he voiced his disbelief in the power of digital marketing, I walked him back to his office, installed the Mosaic browser, and stood behind him while he used the mouse to navigate a few sites I suggested. In about 10 minutes, he went into a trance of amazement at the data, the content and the interactivity. He went on to refocus the company on interactive media.
Due to the growth in Internet and broadband adoption in recent years and the increasing availability of easily accessible online content, we are seeing a change in the type of activities that European Internet users perform online.
Our Technographics data shows that although activities like sending email, using instant messaging, shopping, and researching products remain at the top of the popularity list, but peer-to-peer activities, such as watching videos from other online users and visiting social networking sites, are catching up fast.
iPhones, DVRs, and navigation guides are thought of as devices for the early adopter. Or at least they used to be. Forrester released the results of its latest annual Consumer Benchmark Data Overview Report, which concludes that the use of digital devices has become a mainstream part of every day life. This finding, which is critical to how companies plan their product and marketing plans for the coming year, holds significant power in terms of where marketers spend their money during the rest of 2009 and into 2010.
This morning my first new document at Forrester went live since 2002. I remember the thrill of having a whole new set of things to talk about at business meetings when those reports came out. Having shed my history as a Telecom and Retail expert, I am now more firmly focused on the issues that face Marketing Leaders, as they try to marry traditional and interactive marketing efforts.
This first report is a quick study on how low consideration brands, like soap, snacks, and sinus meds can be relevant online with some case studies from brands -- like Suave and SunChips
After two weeks of holiday, I found the following interesting article in my inbox from Edward Keehnen, a Dutch researcher who did a PhD. on the decision behavior of young and older Dutch consumers.
His results show that both young and older consumers regard themselves as quite experienced buyers (61% and 67% respectively). For older consumers the level of experience has increased in the past ten years, and they also feel they are more experienced than their kids. But despite this level of confidence, when they are buying goods or services they tend to feel lost in the richness of choices: About 40% of Dutch consumers over 50 feel lost when shopping for insurances, and this goes up to a high 51% for consumers between 20 and 26 years old.