“That’s not my target market.”

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I keep having this¬†reoccurring dream where I telling people about the need to address of the mobile influencer and they repeatedly tell me; “That’s not my target market.” Unfortunately, this is a waking dream and it happens when I’m talking with clients/prospective clients. But I do have a clarifying question for that statement and the conversation goes something like this:

“Does your target market have friends?” I ask.¬†“Of course they do . . .” he/she replies. “Do think any of those friends are technically enabled and share their opinions of products with them? Maybe own a smarpthone . . ?” (with a touch of snark) “I’m sure they do.”, with a hint of knowing where this is going. “Okay. Well that is the mobile influencer and you’re ignoring them.”

(I never claimed to be a screenwriter.)

After this last statement there is usually a slight pause and than an acknowledgment that they know nothing about mobile influencers and then ask where they should start. (Some helpful links are here, and here AND here.)

The point is pretty clear. Everyone has at least one friend that is glued to their smartphone, generating a lot of sentiment around products and services and sharing them via social networks. Ignore them at your own risk.

By Michael Myers

I'm an Associate Teaching Professor of Digital Marketing at the Daniels College of Business, University of Denver. I also consult with startups and established brands. I'm currently focused on artificial intelligence, cognitive neuroscience and culture. I am married to an amazing woman and have two incredible children. I was raised in Colorado and spend my free time with family, biking, snowboarding and going to the Pacific Ocean to SCUBA dive and/or surf. I'm passionate about architecture, design, street art, photography and the art that tattooing has evolved into.

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