Chapter 3 The Influential Digital Subcultures
Youth for Mind Share
Women for Market Share
Netizens for Heart Share
The focus in Chapter 3 is the YWN segment. The youth ,women and netizens are said to be a lucrative market in the digital spectrum. These 3 groups tend to be the the most influential digital subcultures. Kotler explains that the Youths sets the trends for the seniors especially in terms of pop culture fields. The Women act as chief financial office of the family while the Netizens are the citizens of the internet.
I have to agree that the youth are the early adopters since they normally love what adults hate. They are so dynamic that they are not afraid of experimentation. Youth also tend to be trendsetters since they demand instant everything. The Millenials need instant gratification since information is at their fingertips.
With Globalization so prevalent, the youth are also game-changers since they respond quickly to changes happening in the world. This is why convincing the youth is very important in influence the mainstream customers. The youth just keep on growing and marketing should be able to capture them.
Women, on the other hand, revolve around family and work. The 3 main roles that they play has such a big influence on how they come up with their decision making process. From information collectors to holistic shoppers to household managers, women are very key in terms of winning market share.
Lastly, the netizens, source of fake or real news, go beyond one's motherland. They are a global force to reckon with. With such social connections, they are able to talk to one another under anonymity, that information can easily flow on a private network. Such netizens also use, Facebook and Instagram as a way to create connections. They are the one of the big reasons communities exist today.
They also tend to be expressive evangelists which resulted into cyberbullying and emergence of trolls. The positive side to the netizens are that they are also content contributors. This makes it easier for other internet users. Tripadvisor is one good example of infomation sharing. Users can now determine the best available choice. Listed below are sample choices of who is in charge of the YWN segment in today's society.
Digital marketing will play a major role on how brand can exponentially grow. The digital economy will continue to grow with the help of the YWN segment. Social media connections are the key growth areas for companies now.
REFLECTION QUESTIONS:
1. How can your business acquire greater mind share by leveraging youth’s roles of early adopters and trendsetters.
We need to adjust to our customers needs by listening to the youth more often. Youtubers and Twitter followers have strong following and our company should take full advantages of the new trends and likes. Even if they are too young to drive, our company can educate them on the benefits of driving and technology and provide them ideas that would influence their parents in choosing our product vs others.
2. How can your business grow market share by leveraging the household influence of women?
The woman is considered as the CFO of the family. With the budget in mind, by influencing the savings generated by with our product. They can voice out their position quite well. This can create a positive influence in the business community.
3. How can your business identify and utilize netizens to win greater heart share?
Netizens play a major role in communications. The likes of James Deakin can help provide that link between Netizens and the business. He is both visible on TV and on social media. He can create that buzz that other netizens would be influenced to go for.
By having a strong social media platform, this can help influence our netizens in spreading the word to other fellow netizens. Word of mouth is the key, internet will do the rest.