December is always a special month for me as it is a time when all the checks and balances occur, when all the moments of the year are revisited in memory again – relived, pondered upon and signed off as lessons and discoveries. It is also a time for predictions, wish lists and anticipation! So with the respect to my passion for marketing, I am contemplating on the passing year with a reflection on online lifestyles or call it digital lifestyles that became a norm. Little by little, our activities move online: online shopping, online banking, online dating, online networking, online socializing!
According to the Stanford University study on Internet Usage Report, published in internet stats, “the longer people have been web users the more hours and the more activities they report engaging in. While self-selection may be playing a role with early adopters, the data strongly suggests a model of social change with not only a growing number of Internet users, but with web users doing more and more things on the internet in the future.” Though, I am not sure about the number of respondents and who they were, since according to the chart -if you have been online for 5 years, your average usage hours per week can be close to 9. Well, I totally can see myself spending 30 hours per week, excluding business hours, though I discovered internet in 2000 only (yes, I know it is late, but try to keep me from it now!)
Paid search is getting on the top hot list and though it is not a new way to reach our customers, it is the most profitable and on the target! Why not to love it? You pay for actions, purchases or performance. Besides it is so interwoven into everyday’s consumer behavior – no wonder it works! If I think about all the new things I want to buy, learn and get to know – what do I do? – I go online and search. And if before I was only paying attention to unsponsored results, now if it comes to the specialized services in the area– I prefer paid links. My rationale comes from the following – those folks might be mature and sophisticated enough to advertise online, thus the service /or business they are in – is taken seriously. What did people do before search engines? Yellow pages…did work well then with the phones. Now, we want to do everything online – as the majority of us is there 24/7.
Peer reviews, consumer reviews and any bad experiences – I look for those as well before I buy. This brings us to the second nominee on the list – social networks where people interact and recommend stuff. Social networking became so everyday-vital – almost like email. And even though for online and “everything internet” skeptics it =(being online 24/7) might seem too over the board or a sign of no life (remember, second life – no life cartoon?) – Online lifestyle is a norm. On the contrary, the majority of people on social networks are the most extraverted –social folks that stay in touch with far more people at a time than one could imagine long time ago before internet. It is also a great opportunity for the introverted to express more, to share more and to be surrounded with the personalized attention without the overbearing voice of extraverts! And thus, with the increase of time we spend in our networks, with the ease we express our wishes, share the knowledge – we bring our lives online and plant very obvious patterns of our daily consumption. What are the greatest opportunities are those for online advertisers! They can cater to us personally – with all the data that has been collected about our daily habitual interactions.
Rich media would be the third favorite of mine – acquiring hearts, eyeballs and attention span of millions of people. Sharing videos, audio files and such became so easy and fun. You can become a TV star, a radio star and an international celebrity thanks to all the rich media capabilities internet offers.
With that, I wish you all Happy Holidays (be that Christmas, New Year, Kwanzaa, Hanukkah or Eid-al-Adha) and more fulfilling online experiences in your digital lives!