We live in a culture of many cultures. We're so broken up by endless media choices, closed social networks and virtually limitless options in music, food, entertainment and assorted stuff that what is uber popular in your group is likely virutally unnoticed by others. It's created a real challenge for advertisers because it demands a wholly new kind of thinking - one that shifts from looking for normal to identifying significant.
There's no middle in a culture of many culture - no bland demographic data that represents our audience. Instead, we need to look for interesting niches, micro audiences as likely to be united around an interest as an age group
To do that, we have to give up the belief that, say, all moms are like you are as a mom or all college students experience what you did in college or - most importantly - that advertisers like us are anything, anywhere, at all close to normal.
What about you? How "normal" are you? What do you have in common with the rest of America?
Grab a pencil and take this short quiz to see how good of a pulse you have on some of the most interesting, influential niches in American culture.
Answers and scoring after the jump.
- Late last year, this became the fastest selling electronics device ever.
- This favorite game app has over 88 million active monthly users, making it the most popular ever launched from a social network.
- A special episode of what show about a teenage girl and her friends was the highest-rated (non-football) cable telecast of 2010?
- How many pieces of content does the average Facebook user create each month?
- What percent of Twitter users are African American?
- One of the biggest gaming subcultures is built around this fantasy game that has been an institution for 23 years and has sold nearly 100 million copies.
- Over 1300 of these have been built over the last few decades, each featuring huge stages, rock bands, jumbotron screens, and consistent weekly audiences of several thousand.
- The most popular prime time television show last year had ____% the viewers the Cosby Show did in its heyday. (Bonus point if you can name the show).
- This New York Times bestseller and nationally syndicated radio host (in 64 markets) is one of America’s favorite sources of relationship advice with titles like Act Like A Lady, Think Like A Man, which sold 2.5 million copies.
- This fifth-ranking television network often beats out the CW for fourth place, thanks to its more consistent programming line and enthusiastic audience.
- Kinect for Xbox
- Final Fantasty
- Mega churches
- 50%, Two and a half men
- Steve Harvey
How'd you do?
10+ points: Ok, I was wrong. There are some people who can speak for all of us. Clearly your combination of crystal ball gazing, media consuming and general curiousity about your fellow (wo)man has made you a clear-headed advocate for segment marketing. (And, I'd like to hire you) (IF you didn't use Google to answer the questions)
7 -9 points: Congratulations, you're looking pretty broadly at the influencers and experiences that are shaping our fragmented world. Now the challenge is putting it to work - can you find meaningful ways to engage these signficant - and wildly different - audience segments that may not be at all like you?
4 - 6 points: Decent showing. There's a ton going on out there and you have your eye on a lot of it. To learn even more, talk to different kinds of people. The next time you're spending the day at a family/church/work/friend event, interview the people there who seem most unlike you. Find out where they spend their time, what absolutely captivates them, and where their frustrations are.
3 or fewer: Yeah, right? This stuff is hard - people are weirder than you think. In really delightful ways. Get to know more of them. Start by adding one new media channel to your mix - a source of news or ideas or entertainment that might help you get to know an intriguing new niche.