Tuesday, November 28, 2017

Not Our People

Hidebound execs often don't grasp why you'd recommend multichannel marketing.

They project their own media habits onto customers.

"Our people don't watch videos. Not our people." (Translation: "I don't watch videos.")

"Our people don't attend webinars. Not our people." (Translation: "I don't don't attend webinars.") 

"Our people don't read newsletters. Not our people." (Translation: "I don't read newsletters.")

Foreclosing the use of entire channels based on your own media habits is foolery. A diversified marketing spend is a smart one.

And yet execs do it all the time. At their own peril.

A new study by IEEE reveals, for example, that many engineers like videos, webinars, and  newsletters. They also like many other channels:
  • 67% routinely watch videos on YouTube
  • 64% routinely read online catalogs (and 40% read printed ones)
  • 36% routinely attend webinars
  • 33% routinely read free newsletters
  • 30% routinely visit online communities
  • 22% routinely attend trade shows and conferences
No matter who they are—doctors, lawyers, Indian chiefs—you need a firm grasp of your customers' media habits, to counter the recalcitrant exec who says, "Not our people."

If you don't have that data, get it now. A simple online survey will do.
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