The article is worth a read. You can also find information in Moving Your Brand into New Markets and Microsites Gaining Popularity.
I wrote in Moving Your Brand into New Markets, "In an interview with TechNewsWorlds's John Mello I explained that it's a "Holmes and Watson" scenario. Boomers want to identify a Holmes in their social network, someone with experience and no agenda whom they can trust to provide good information. Marketers targeting that demographic need to identify the Holmeses and bring them into the brand's fold, if possible. Marketing to Boomers means finding influencers. It's different at the other end of the scale. There everybody wants to be a Holmes so the value of each individual Holmes goes down depending on how many Holmeses there are. Marketers need to identify the Watsons in this group, the evangelists who can carry a Holmesian message without being branded as another no-name with an opinion. As one person in our research commented, '...they were just doing the usual thing you see on forums and blogs – trying to sound important.' Ouch!"
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Tracked on: August 20, 2007 8:00 AM | Permalink to Trackback