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Are You Marketing To Who's Really On The Internet?
By Susan Dunn, The EQ Coach, Thu Dec 8th
How do you score on the Internet marketing EmotionalIntelligence Test, i.e., are you marketing APPROPRIATELY t owho's REALLY on the Internet? EQ means, among other things,reality-testing and empathy. Remember that email rounding the Internet recently: "If we couldshrink the Earth's population to a village of 100 people, thisis what it would look like: There would be 57 Asians, 21Europeans, 14 North and South Americans, and 8 Africans. Seventypeople would be non-white; 30 white. Seventy would benon-Christian; 30 Christian ...." NOW SHRINK THE US INTERNET WORLD (Article continued below)
Okay, now lets shrink the Internet world and take a look: · If 100 people were using the Internet, 52 of them would bewomen, and 48 of them would be men. . If 100 women were doingbusiness, 61 of them would be doing it on the Internet and 39would not be . If 100 men were doing business, 55 would be doingit on the Internet and 45 would not be. · If 100 women werespending over US$100 in a 3-month period online, 63 of themwould not have children, while only 52 of them would TAKE NOTICE: 1. There are more women now on the Internet than men. 2. Morewomen do business online than men 3. More women do businessonline than do not 4. Women in American make up to 80% ofpurchasing decisions for the family 5. Women between the ages of35 and 44 are a dominant e-retail force. (PC Date-Online'sresearch) 6. Women without children are heavier users of theInternet than women with children (Jupiter Media Metrix) andthey spend more online. **********And -- according to Nielsen NetRatings, the number ofat-home female Internet users in the US is increasing morerapidly than the number of male users. **********PLUS -- according to the latest NielsenNetRatings,individuals with household incomes ranging from $100,000 to$150,000 are the fastest growing income group online. **********PLUS -- 44% of US adults over 18 are single, and theAmerican Association for Single People projects by 2010, 47.2%will be unmarried. The Census Bureau says between the ages of 15and 85, the average American will be unmarried more years thanthey're married. SO WHAT SHOULD YOU DO? Interpeting these data is like "if all the wookies are mejums,and half the mejums are kondites, how many wookies arekondites?" GET POSITIONED Here's how I read it - I'm lucky because most people who seekcoaching are women over 40 with an income of 6 figures. It'scalled "being well-positioned". However, were I a RelationshipCoach, I might be slightly better positioned. So I'm working onthat ... through alliance ... with a coach in the UK. BUT ENOUGH ABOUT ME, WHAT ABOUT YOU? · Whatever you're selling, are you pitching it to women? ·Whatever you're selling, have you included products for women? This doesn't mean you need be painfully artificial (placing yourpower tool in a graphic of daffodils), but it does mean ifyou're pitching your power tool with a bikini-clad babe, orshowing a pert young thing for your "live chat", or alienatingthe huge singles' and Islamic markets in your Christmasmarketing, D+ for you on your marketing emotional intelligencetest. Consider putting the face of a virile young man on your chatgraphic. And consider that nearly half your consumers are single -- theCarnival cruise line is the only one I know of that offers atrue singles-rate (not a single rate based on double occupancy),and the Costa also gets kudos from me (a single woman) forproviding Gentleman Dance Hosts. Combining both might win mycruise business and I cruise often. · THE BOTTOM LINE: Put your dip stick in your gender-bias andsee how it comes out "US" INTERNET? Notice I specified "US" here, because the statistics were aboutUS users. However, I'm getting more and more hits on my sitefrom folks outside the US (and glad to have them), and otherwebmasters are reporting the same. This month so far, I've had visitors to my website from: UK,Canada and Australia, the Netherlands, Singapore, Argentina, NewZealand, Japan, Luxembourg, Brazil, Belgium, Slovak Republic,South Africa, Germany, France, Namibia, Indonesia, Israel,Malaysia, Mexico, Cyprus, and Switzerland. BUT -- when we talk about "US" Internet users, there are 80million multicultural Americans in the US now, with over 1million new immigrants yearly. TRENDS In coaching, web visits and ezine subscribers precede personalemails precede Internet course learners, clients and licensorsfor my EQ products. Look at the trends: · Last year I started getting more emails from Canada, the UKand Australia. Now 1/4th of my practice is from those countries.· This year I'm getting several emails a day from people whosefirst language is not English. This month alone I've heard fromNigeria, Malaysia, India and the Philippines, and increasinglyam getting clients from the UK, Australia and Canada. In coaching, emails precede clients, so I'm expecting moreclients from non-Western nations to follow, and wishing I knewmore than English, Spanish and French. I have ezine subscribers from more countries than I can name. Infact I didn't know some of them were countries and it's been awake-up call. I'm doing my homework, are you? And most surprisingly, a whopping 20% of the learners taking myInternet courses are from non-US countries including France, NewZealand, Australia, the UK, Ireland, Russia and Indonesia. I'm also being approached for strategic alliances from coachesin the UK and Malaysia. Can Singapore be far behind? TamingTheBeast says users from India are coming on strong. "Upuntil now," they say, "the Internet has been very focused on theUS ...[but] by 2003, the Asia Pacific region will catch up andovertake in regards to Internet usage." By sheer force of number-- see email above. ·And perhaps we should consider putting ni hao, guten tag,konichiwa, or buna ziua on our websites. Go here:http://www.ipl.org/div/kidspace/hello for ways to say "hello"inone of the 2,796 languages on this planet ·Start submitting ourwebsites to the Asia-Pacific search engines and indices. Here'sone: http://www.asiaco.com . ·Get used to emails that read: "Nowyou can send Indonesian virtual greeting cards to the one youcare with only just some simple clicks" and "That's bang-on."·Brush up on multi-cultural selling - don't confuse Indians andPakistanis because they've been at war for centuries. Indiansare primarily Hindu who speak Hindi while Pakistanis areprimarily Muslim who speak Urdu. Pick up a copy of Michael Lee's"Opening Doors"(http://www.amazon.com/exec/obidos/ASIN/1886939322/susandunnmome-20 ). ·Prepare to start hearing "neesh" instead of "nitch" forthat niche you're trying to claim. ·Get a currency converter onyour website. There's a FREE one here: http://www.xe.com , andbe ready discount your professional services for Canadianclients. They expect it. ·Put the name of a professionaltranslator in your Outlook Express. In Spanish you don't say "Ilove my clients" by using the "love" verb, that's erotic; yousay "my clients please me." ·Stop looking for "Article Archives"and start looking for "Free Ideas." It's all the go. But noadvertorials, please. ·If you're going after the asiadragons dotcommers, be prepared to call your password your "Secret Word"and YOU DON'T HAVE TO ENTER YOUR PASSWORD TWICE!! ·And preparefor daily conversations that begin, "We don't want war overhere, do you? Why aren't you doing something [in the US] to stopit? And, let's see, perhaps having an international Internet datingservice for un-childed women over 35 might be the gold mine ofthe century? ~~~~Recommended reading~~~~ Michael Lee's "Opening Doors"(http://www.amazon.com/exec/obidos/ASIN/1886939322/susandunnmome-20 ). About the author:©Susan Dunn, The EQ Coach, maintains an international coachingpractice and markets clients on the Internet. She is #1 ongoogle and yahoo and the author of "Writing Articles for theInternet to Sell" ( http://www. webstrategies.cc/development.htm). Article-writing services available.URL:http://www.susandunn.cc . Mailto:sdunn@sdunn@susandunn.cc . | 