I was surprised to read e-Marketer’s article today titled, “Who Doesn’t Use the Internet?” The article references Pew Internet & American Life Project report on Information Searches That Solve Problems, and details that 24% of American’s don’t have Internet access.  This is critical for marketers to be aware of.  As important as integrating digital into marketing campaigns is, it is also critical that marketers understand where digital won’t work and allocate efforts appropriately to reach an entire audience. The Pew report identifies those with the least access being the ones who are less affluent, less educated, and older.  That has implications for specific industries, most notably health care, as older Americans with less money often are most in need of health-related news and information. I think there are also implications for government agencies who continue to rely very heavily on the Internet to distribute public education materials.
Have a look, it is a quick but good read and provides demographic details on those not online.

B-M has released a new survey indicating that ‘e-fluentials’ (active and involved individuals who make up around 15% of internet users) in the US are increasingly concerned that hired third parties are leaving biased opinions on consumer web sites.

As opinion leaders, e-fluentials shape many others’ perceptions of brands and products, so their concerns over diminishing trust in the online environment might be considered a harbinger of things to come.

On the surface, such a theory goes against the grain of received wisdom - after all, the internet is super-charging world-of-mouth, that most trusted and impactful of all forms of communication according to multiple surveys (see here, for example), and online consumer opinions are regularly rated as more reliable than other types of marketing, notably advertising of almost any description.

A combination of factors may be eroding this trust, from the open access models adopted by MySpace and other social networks that have made them manna to paedophiles to knowledge that marketers are pulling all sorts of tricks to gain people’s attention, some of them below the belt.

Yet, according to a recent Nielsen survey, this scepticism has yet to reach Asia, with users in seven Asian markets most likely to trust recommendations from consumers, notably Hong Kong, Taiwan, Indonesia, India, South Korea and the Philippines.

The study also suggests that Asians (especially South Koreans and Taiwanese) also place a high level of trust on consumer-generated content such as blogs - despite the persistant popularity of bulletin boards, where users are often anonymous and which account for higher levels of traffic than blogs.

One reason for this may be Asians’ respect for authority, a common cultural trait across the region, another could be distrust of print and broadcast media in many markets, which is seen as little more than government propaganda.

Yet another might be the comparatively high levels of security and privacy provided by homegrown social networks such as Cyworld and Mixi, where users can communicate safe in the knowledge that they won’t be pestered by unwanted intruders.

All the more reason for high levels of transparency and authenticity when planning online PR and word of mouth programs in the region.

If you are a Radiohead fan (who among us isn’t?) you have probably heard by now that they are releasing a new album on October 10th.  It can be ordered online only at the Radiohead Web site, and is delivered either via download or a beautifully packaged disc-box.  So what?  Bands offer pre-orders on their Web sites all the time.  This situation is different because Radiohead has set the price to purchase the album via download to “up to you.”  That’s right - it’s up to you.  The band has not set a price for the download, choosing to leave it to fans to determine the value to them individually.

I won’t get into Radiohead’s point of view on the music industry, as I don’t even know enough to be dangerous.  What I do know, however, is what a great representation of trust this is.  We talk to clients about the need to trust their brands, trust their messages, and trust their consumers due to how influential consumer-generated media is in today’s digital communications landscape. Companies need to trust that they can participate in social media, and that their reputation will protect them when needed.  Radiohead clearly trusts their fans, moreso than the industry executives who should be there to protect them.  I hope this works out for Radiohead because it will make a great case study as to how good things can happen when you are courageous enough to trust those that matter most.

And, if you are a Radiohead fanatic like I am, take a look at the song list and listen to some clips. Can’t wait for the 10th!

We don’t normally talk much about our client work on this blog, but yesterday was a special day for a special client. We worked with the US Treasury Department’s Bureau of Engraving and Printing to unveil the beautifully redesigned US $5 bill. It was especially notable for the digerati in our firm as it was a complete digital unveiling with a newly redesigned Web site, a Web site takeover splash page, a live Internet news conference, and online media relations. Of course, there was a host of traditional media activity as well too.

Educating the public on the redesigned currency is critically important as new security features make it very easy to confirm that a bill you receive is an authentic note. Digital is one of the best ways to provide this education in that it is a highly visual media that allows interaction with the security features, and provides numerous ways to reach various target audiences with relevant and customized messages. It was the first time the government unveiled their new currency designs completely over the Internet, and overall the day was a success.

While the lines may not have started forming outside the Apple stores just yet, they certainly will begin well before the iPhone goes on sale on June 29 at 6pm.  The debate rages - some can’t wait to get their hands on the new iPhone, and others snub the idea of being defined by a handheld device. 

Aside from all of the hype, the reality is that the iPhone will dramatically change the way we access video content on smart phones.  Mobile penetration is growing with access of mobile Web sites in the U.S. having grown three-fold in the past year.  Mobile users are accustomed to sending and receiving text messages, and are getting more comfortable accessing mobile Web sites.  Mobile applications are growing in prominence, but video is the one area that is lagging due to bandwith and the handsets themselves.  The buzz has already started about the iPhone pushing the envelope on mobile video and pushing adoption across broader user groups. See how simple it will really be.

The promise of mobile is for companies to have a persistent presence with their stakeholders at all times.  The iPhone is likely to be the first device that truly delivers on that opportunity.  I can’t wait for mine.