In working side by side with advertising clients, I see many of them struggling to figure out how to relate to certain desired demographics of users like Active Athletes and change with the times. 101 marketing teaches us to go where the customers are. Today countless online social mediums exist and it is up to us to use them to educate ourselves and to better advance our advertising objectives.
Here is a great example from the Action Sports Category of a marketer using Myspace to connect with their specific audience. http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendid=32686956&MyToken=7a7af6a3-d2f3-45ee-9be2-86d4335e20dc
We too are taking the plunge and are creating a Myspace page for Active Athlete Media/Action Sports. So, stay tuned as I will publish our experience.
The most important challenge before us in marketing is arguably how to relate to our customer, not just serve them an ad. How do we navigate this changing world where the user is in control? I may have some of the answers but certainly not all. I welcome help for all in getting us there.
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