Colin's Corner

Insights into youth culture

I've known Guy Kawasaki for many years and always respected his marketing instincts and grass roots, community approach to marketing. His evangelism at Apple , especially among user groups was ground breaking - he has just posted an insightful interview with Kathleen Gasperini, the co-founder and senior vice president of Label Networks that discusses the current trends among "young people". Appreciating current youth culture on a worldwide basis is critical to all organizations - their attitudes and trends will carry across to college and to the workforce as they age. My advice - develop intern programs that regularly bring in smart young people who challenge the status quo of your organization's thinking.

Behind the Scenes in the Blogosphere:

Nora Barnes, Chancellor Professor of Marketing and Director of the Center for Marketing Research at the University of Massachusetts Dartmouth has just posted an insightful blog study "Behind the Scenes in the Blogosphere: Advice From Established Bloggers"

The key conclusion - it's hard work and takes a lot of time to be a successful blogger - I guess I've failed that test as my recent postings  have been very sparse. Too much travel.

Blogging takes time, commitment, and honesty. In return connections are made that are personal and strong. Blogs are not a fad. They are no longer even an option. Those businesses that choose to remain outside this online conversation, will be sidelined. Eventually they will become extinct.

Consumers will move about the wired world in search of products and services that meet their needs. Every serious business needs to have a presence in this electronic global marketplace. But there is more. Businesses need to listen to other conversations that are happening around them. This includes responding to other blog posts and comments.

The blogosphere itself is a provider of more and better research than off line businesses are getting now. A true competitive analysis takes place when one searches blogs to see who your competitors are in the minds of your target market.

Blogs act as huge, ongoing focus groups providing feedback and ideas. Some of the most brilliant people in the world are blogging. Talk to them. Let them help you become more successful. Move
your business forward in a way that is new, exciting, a bit scary, and ultimately necessary.