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The Connected Consumer and the New Decision-Making Cycle
Meet Mary. She’s Hispanic, age 35 – 44, with an annual
income of $80,000 – $100,000. She is married, has 2.3
kids, and has attended some college.
While informative, this is not enough to engage real
people in human networks.
In July 2012, I attended the Social Media Marketing
Commerce Summit in Amsterdam, hosted by
MicroStrategy. Chief analyst of Business Intelligence
Group Peter Gentsch took the stage to demonstrate
a poignant example of how demographics often fall
short for designing effective social media strategies.
First he showed a slide with the following
demographic data:
• Born in 1948 and grew up in England
• Married twice
• Two children
• Successful in business
• Wealthy
• Winter holidays spent in the Alps
• Likes dogs
Peter then asked the audience if anyone cared to guess
who it is. Someone yelled out, “Prince Charles.” He
was right.
To prove his point, Peter then showed another slide to
introduce another customer:
• Born in 1948 and grew up in England
• Married twice
• Two children
• Successful in business
• Wealthy
• Winter holidays spent in the Alps
• Likes dogs
Yes, it’s the same data. He then asked the audience if
anyone could guess who he was referring to this time.
Guesses were abundant, but none were correct.
His next slide revealed a picture of Ozzy Osbourne.
Demographic data only gets us so far. In a human
network, where Gen Cers rule their egosystems,
personal insight and interests will reign supreme in
your work going forward.
Generation C
weaves an interesting web
Generation C and the
dynamic customer journey
Customers get buy with a
little help from their friends
C change in consumerism:
A new bi-directional approach
is needed
In summary:
The connected marketer 4
Demographic data only gets us so far. In a human network, where Gen Cers rule
their egosystems, personal insight and interests will reign supreme in your work
going forward.

Published in: Business

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