Multiple System Cable providers (cable companies in my parlance) seem to have discovered niche marketing. For the most part their approach has been a one-size-fits-all message when selling broadband services.
"For the older user I would say there is a lot more that ISPs can be doing," says Joe Laszlo, senior analyst at Jupiter Research. "They haven't generally been a conscious target of ISP marketing efforts." You can say that again!
Jupiter Research expects older Americans will be one of the fastest-growing broadband segments over the next four years. By 2010, Jupiter forecasts 20 million seniors will use broadband, up from 10 million today. But they don't have a lot of advertising targeted to them. A revelation!
The article contains a few obvious things to do like: “developing messages that resonate such as highlighting the Internet's abilities to send and receive photos of grandkids”. Wow, this is advanced stuff. There are some other ideas that are a tad more advanced. The article also contains some interest stuff about marketing broadband to ethnic groups. Dick Stroud www.20plus30.com
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