Re: UKNM: Forrester's 'Technographics'

[Duncan Clubb]

Richard

Don't know about the technobabble stuff, but you're spot on with your

comment that advertisers/marketers/whoever should concentrate on their

product, which just so happens to be on the web, rather than the

technology.  I have long thought that the Marshall McLuhan-ite attitude

that the 'medium is the message' is a dangerous, stupid and outdated

mode of thinking. It has always pissed me off something rotten that

Wired have McLuhan down as their patron saint in their masthead. The

internet is just a bunch of wires - it's what you do with it that's

important, not anything else.  It does not really matter what motivates

early adopters, as they are not representative of the mass market (read

Crossing the Chasm - top book about marketing high-tech products).  I

have always felt that the over-emphasis of technology rather the

benefits it can deliver has held back mass market acceptance and slowed

down penetration. Next step is to educate designers and technologists in

the delights of pushing and thinking about benefits instead of

features.  <FESS UP>I'm a technologist</FESS>.

aye

duncan


Richard Stephens wrote:

>

> Has anyone come across Forrester Research's 'Technographics' segmentation

of

> consumers?

SNIP

> Our concern is that this approach is outdated and that the web is no

longer

> about early adopters, but about mass market; that people don't slot into

> neat groups based on career, family and so on; and that there are enough

> general consumers on the web now to base your advertising message not on

> 'hey, this is new technology' but on 'hey, this is a brilliant product,

and

> it just happens to be on the web.'

>

> Many thanks for any feedback.  And thank you for the opinions on

> interstitials over the last few days.

>

>

Richard Stephens [Stephens [dot] rbhwg [dot] com]

> Planner, BHWG London

> Tel: 0171 298 1277



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