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Would this change your local marketing strategy?

by ShayB
4 replies
There was a news story recently that said 40% of the residents in my local area do not have access to the Internet at home.

I know that some have it through work and/or school, but it got me thinking - should this info change how I focus my efforts?

Right now I have a local WAHM group that is doing IM to find local clients. While we are getting results, I am wondering if targeting a larger area (because Internet access is limited locally) would be a better idea.

So my question is if this type of info would make you reconsider/revamp your local IM strategy.

Thoughts?
#change #local #marketing #strategy
  • Profile picture of the author yesacpow
    Personally I don't think so.

    I would suggest that you get your creative juices flowing to capitalize on the 60% that does have the connection.

    Unless ofcourse the population is few and the 40% would make up some good numbers.
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  • Profile picture of the author artwebster
    Hi, Shay,

    This is one of those news stories that is of absolutely no value.

    40% have no access - and which demographic groups do they belong to?

    Probably 40% of the people simply aren't excited by the internet. I can imagine that any area has a good supply of the aged and infirm - two groups that make up over 50% of the population of many countries nowadays.
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    • Profile picture of the author Jillian Slack
      Let's say the 40% figure is accurate.

      Instead of looking at it like, "Oh, no. Sixty percent of these people aren't online," I'd be looking at it more like this:

      Those 40% of people who are currently online in your area are doing what people all over the place are doing. They're using their computers to look for products and services online before they go out to make a purchase.

      So if those 40% of people are looking for online products and services, but those businesses aren't taking advantage of having an online presence, your potential clients (the business owners) will still see an increase in business once you get them on track.

      I'd be curious about the way this news story gathered their information. I mean, did they stand outside of a store and ask people a few questions? I've seen some pretty crappy methods of gathering information, even by reputable news organizations.

      Once I put out a news release for a company that had just started offering online shopping and delivery based from a store on the ritzy side of town. So one of the local news stations went to a store on the crappy side of town and talked to a few people who were leaving the store. They asked the shoppers if they would be interested in making their purchases online and having them delivered. What was ridiculous was the business had set the service up for a certain demographic -- busy professionals and families at a certain income level. But, here was the reporter, hanging out at this store, in the middle of the day, talking to people who didn't even have computers, and who obviously had time to go shopping, and they were saying they didn't mind shopping and wouldn't use the service. Never mind the fact that they didn't even have computers. They weren't the people the service was set up for, so why poll them?
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  • Profile picture of the author David
    IMHO... the 40% that are not online don't have the money to pay for your product/ service/ widget what have you.

    You probably aren't missing much perhaps?
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