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The Connected Consumer and the New Decision-Making Cycle
In your quest to become a connected marketer,
studying demographics and psychographics is crucial.
Let’s take one more step back to see Generation C for
what it really is: a connected group of customers who
friend and follow others with similar interests. A move
toward Generation C is a move toward what I refer to as
interest graphs rather than the widely accepted notion
of engaging social graphs. These terms might sound
like social media buzzwords, but they do have distinct
and important meanings.
One easy way to look at the differences between
social graphs and interest graphs is to compare
them to the notion of demographics (social graph)
and psychographics (interest graph). It’s the
difference between finding and reaching people
based on gender, age, income, education, and
geography and connecting with people because
of the interests, behavior, and resulting relationships
they share.
As you start to explore Generation C, you’ll learn that it
is by uncovering common interests, people, and
patterns that you will form your strategies beyond
typical demographic data. In 2011, I set out to
demonstrate the scope and promise of interest graphs
by studying Starbucks’ top 1 million followers on Twitter.
Naturally I could assume that one common interest that
these followers shared was an affinity for the Starbucks
brand. I could also organize the data by demographics.
But instead, I worked with PeopleBrowsr and its
ReSearch.ly team to visualize what else captivated the
people following Starbucks and how they connected
with one another outside of the Starbucks relationship.
The results were enlightening, to say the least.Social graphs
Interest graphs
Demographics Psychographics
Gender, age, income, education
and geography
Interests, behavior
and resulting relationships they share
Generation C
weaves an interesting web
Generation C and the
dynamic customer journey
Customers get buy with a
little help from their friends
C change in consumerism:
A new bi-directional approach
is needed
In summary:
The connected marketer 5

Publié dans : Business