Fish where the fish are. It’s a old term/phrase/general wisdom that, while over used, it more important today than it has ever been. Why? Well social media of course!
In the “old days” of interruption marketing, marketers had the luxury of time. By time, I mean they didn’t have to worry about their target audience only being reachable from 7:45pm until 10:15pm each night. They could just cast out their large marketing nets (direct mail and print advertising campaigns) and capture a majority of their market. Today, we are no longer throwing our large marketing net out across the ocean. Instead, we are fishing in ponds, lakes and rivers—otherwise known as LinkedIn, Facebook and Twitter (in that order).
Here are some stats that help prove my point. According to the March 2010 “Gadgetology Report” from consumer electronics site Retrevo:
- Almost half (48%) of social media users log in to the sites either during the night or as soon as they wake up. How many marketers are there with their nets at that time of the day or night?
- Coming as no surprise given the hours my 17 year old niece keeps with respect to Facebook, users under 25 were more likely to check or update their social network status after bedtime, with nearly one-fifth saying they did so anytime they woke up during the night.
- Almost as many younger users (18%) checked the sites in the morning before getting out of bed, while 17% of respondents of all ages turned to Facebook and Twitter before TV in the morning.
- iPhone users were notably more likely than average to do each of these activities, with 23% saying it was how they got their morning news compared with 16% of all social media users.
Here is where my nearly 40-year-old brain sighs and wonders what this world is coming to… earlier surveys, from both Retrevo and Crowd Science, indicated that users were checking out social sites while driving, in the restroom or on a date.
And, according to the 2010 poll:
- One-half of users under 25 did not mind electronic interruptions to meals;
- One-quarter were OK with messages in the bathroom; and
- Just over one-in-ten (11%) were up for communications during intimate moments. Okay if this ever happened to me, more than crap would be hitting the fan…
By the way, I got the data presented above from eMarketer. As I mentioned in my prior blog “Marketers’ social media integration and life cycle statuses”, eMarketer is a great social media and all around marketing resource.
So remember, do your homework (market research) and fish where and when the fish are.