CNN had a story today about the discovery of a colony of 125,000 Western Lowland Gorillas, well over twice the previously estimated worldwide population of 50,000. Naturalists had searched in vain for the vanishing primate, growing increasingly pessimistic, until researchers from the WIldlife Conservation Society stumbled upon a huge population in a swamp forest in the Republic of Congo.
I couldn’t help but compare this to marketers who have been lamenting recently that its harder to find consumers than ever before. First, there was the mystery of the missing 18-34 males, who traded in their TV for video games and the internet.
Now it’s white, educated, affluent women aged 25-44. They’re going online to watch episodes of broadcast TV, according to a recent study by IMMI reported on MSNBC.com.
Newspapers are losing readers, while blogs like the HuffingtonPost.com are getting more readers than The NY Times. (The Huffington Post claims 5.7 million readers, while the Times claims a total circ of 1,476,400 for their Sunday edition, their biggest day, including their electronic edition.)
But it’s not that consumers are going extinct. Or even that they’re getting harder to find. It’s just that they’re not in the places marketers are used to looking for them. Kind of like the gorillas.
In the same way I’m heartened by the article about the gorillas, I’m thrilled by the recent Communications Industry Forecast written about in USA Today. For the first time ever, by 2012 direct marketing spending via Internet Service Providers, video games and cable and TV providers is predicted to surpass traditional media. And direct marketing is much broader than it used to be, encompassing everything from behaviorally targeted interactive advertising to opt-in SMS campaigns to paid search to emails to digitally customized, personalized mailers to PURLs.
More and more marketers are waking up to the fact that “mainstream advertising” is failing to find the gorillas in the mist, and direct marketing is a more successful strategy for reaching them… even if it means slogging through a data-drenched swamp to get there.
So can someone please explain to me why so many marketers are still looking for consumers where they used to be, instead of finding them where they are?