(02-05-2018 07:38 PM)nomad2u2001 Wrote:  

(02-05-2018 05:54 PM)arkstfan Wrote:  

(02-05-2018 05:09 PM)nomad2u2001 Wrote:  

(02-04-2018 06:56 PM)bullet Wrote:  2) Today's culture is a nightmare for marketers. There aren't 3 networks that everybody watches. There are a variety of sometimes hard to find and identify sub-cultures.

I think this culture is a dream come true for marketers. They get a lot more sales or are able to charge a lot more per account precisely because there is a lot to market to.

There's a big industry growing in marketing data and behavioral economics that help identify subcultures. If I were a marketer, I can approach a company and pitch them on a group they never thought of.

There are some really good opportunities out there.
Because so many people self-sort now the trick is figuring out the non-obvious connections that create opportunity.

I've joked before that whoever is selling Subarus in Arkansas must target groups associated with Hendrix College because nearly every time I see a car with a Hendrix tag its on a Subaru but there are tons of non-obvious relationships like that to be tapped into.

Man, if you head onto Reddit, you'll find that there are a bunch of communities out there that have segments who would pay good money for stuff geared to them. There are people out there who'll pay $5,000 for a replica wrestling ring, movie set, or sword.

It's not a new thing though. I was listening to a podcast featuring the first black advertising executive. Marlboro was wondering why they couldn't sway the loyalty of black customers. They had become the dominant cigarette brand among white men. They spent a ton of money on the Marlboro Man and put him everywhere. Well the advertising executive in question said the answer was obvious, black people don't have the same association with a white cowboy that white people will. At the time Marlboro and the older ad men just didn't get it, but they gave him the reigns to make a black Marlboro Man and the brand spread.