Learning about customers
Alex Halvais, a professor of communication at the University at Buffalo, on the importance of blogs for the advertising and marketing industry.
Alex Halavais: Nothing can
really satisfy them … But yes, you can do a lot with the help of blogs
learn much more about its customers and potential customers.
This provides information that you wouldn't get through focus groups and
traditional customer surveys don't reveal. Blogs are less
more intrusive than conventional methods, and as a result, the
People are more open-minded, though sometimes also a bit vague. Many
Marketing professionals aren't taking advantage of these new opportunities yet, so
Those who do so have a decisive market advantage.
WW: Doesn't this mean that older target groups are being neglected?
Alex Halavais: In the
Wait a minute. But I think that gap will close in the next
will close in two years, especially when you consider that
Even older target audiences at least read blogs. Marketers need to
Be aware of that. Bloggers are usually people who see themselves as
First, addressing technological and other innovations
... These are often younger people, and they are an important
Demographics.
WW: Do you think Umbria has a competitive advantage over its competitors?
Alex Halavais: It
It's still too early to name a favorite. But Umbria has
managed to generate a lot of conversation, and since this also
If that's your line of business, it doesn't look too bad. This is a
It's a growth market, and it's developing rapidly. Whoever ends up at the
To be the best, you have to have a lot of business acumen and your product
continuously update our technology.
Interview: Gerti Schön
