marketing - Industrial Engineering

542 PART 7 COMMUNICATING VALUE
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MARKETING MEMO
It's easy to exaQQerate the pervasiveness of technoloQY, yet not every-
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SEGMENTING TECH USERS
4. Lackluster veterans, who use technoloQy frequently but aren't
The lackluster veterans remain stuck in the decade-old technolo
1. 31 %are elite technology users gies they started with, suggesting much opportunity for companies
2. 20% are moderate technology users
that can design engaging and practical next-generation technologies
3. 49% have little or no usage of tile Internet or cell phones
that will capture this group's interest. Moderate users were also
evenly divided into "mobile centrics," who primarily use cell phones
The study also revealed divisions within each group. The high-tech for voice, text messaging, and even games, and the "connected but
elites, for instance, are almost evenly split into:
hassled," who have used technology but find it burdensome.
The Pew study found 15% of all U.S. adults have neither a cell
1. Omnivores, who fully embrace technology and express them­ phone nor an Internet connection. Another 15% use some technology
selves creatively through blogs and personal Web pages. and are satisfied with what it currently does for them, whereas 11 %
2. Connectors, who see the Internet and cell phones as cornmuni­ use it intermittently and find connectivity annoying. Eigtlt percentcations
tools.
mostly women in their early 50s-occasionally use technology and
3. Productivity enhancers, who consider technology as largely ways
might use more given more experience. They tend to still be on dialto
!)etter keep up with their jobs and daily lives.
up access and may represent potential high-speed customers.
Sources: Anick Jedanun, "Survey Defines Split in Technology Use," Associated Press, May 5. 2007: John B. Horrigan, "A Typology of Information and Communication
Technology Users," Pew Internet & American Life Project, May 7, 2007. The telephone study of 4,001 U.S. adults. inclUding 2,822 Internet users, was conducted Feb. 15 to
April 6, 2006, and has amargin of sampling error of plus or minus 2percentage points.
company can create a microsite on used-car sites that offers advice for buyers of used
cars and at the same time a good insurance deal. Some microsites have become huge online
hits.
BURGER KING'S SUBSERVIENT CHICKEN
To compete with McDonald's wholesome, family-friendly image, Burger King adopted a youthfUl, irreverent
personality and menu-driven positioning via its longtime "Have It Your Way" slogan. To promote its TenderCrisp
sandwich, ad agency Crispin, Porter &Bogusky created a Web site featuring a "subservient chicken," an actor
dressed in a chicken costume who performed a wide range of wacky actions based on a user's typed commands-dust
furniture, play air guitar, or, naturally, lay an egg l The site employed prerecorded footage but
looked like an interactive Webcam. Within a week of launch, about 54 rnillion people had checked out the
chicken for an average of eight minutes. This program was designed not only to entertain and connect with
target market 14- to 25-year-olds, but to help reinforce the brand's custornization message and contemporary
image. Said one Burger King executive, "We're really trying to do sornething different and not just give
• consumers a straight ad over and over. "39
SEARCri ADS A hot growth area in interactive marketing is paid-search or pay-per-c1ick
ads, which represent 40% of all online ads. 40 Thirty-five percent of all searches are reportedl)'
for products or services. The search terms serve as a proxy for the consumer's consumption
interests and trigger relevant links to product or service offerings alongside search results
from Google, MSN, and Yahoo!. Advertisers pay only ifpeople click on the links, but marketers
believe consumers who have already expressed interest by virtue of the search are prime
prospects.
The cost per click depends on how high the link is ranked and the popularity of the keyword.
Average click-through is about 2%, much more than for comparable online ads· l At
an average of35 cents, paid search is a lot cheaper than the $1-per-lead for Yellow Pages listings.
One Samsung executive estimated it was 50 times cheaper to reach 1,000 people online
than on TV, and the company shifted 10% of its advertising budget to the Internet,42