Digital Dilemma: Kussard: Let's Engage in Mass Specialization
Humans are a contradiction. We need to be part of the crowd. Yet we often desire to be unique and stand apart. The real impact of digital marketing is that it allows us to appeal to both the "need" and "feel" sides of this contradictory aspect of the human psyche.
Our customers seek luxury brands or leading edge technologies. This preference doesn't result from birthright or one's economic standing. These folks choose to honor the aspects of their egos that inform the desire to be different over the need to conform and follow the masses.
As purveyors of unique products and services to these folks, many of us tend to dismiss the potential of digital media to serve our purposes and those of our clientele.
It's easy to perceive e-commerce as the exclusive province of the mass marketer. Yet digital media is extremely well-suited to our needs for communicating with our elite clientele, and to foster their desire to be members of a more elite community.
In the August issue of Technology Integrator, we explored the potential of tapping into the power of enthusiasm, and how the MI business stimulates enthusiasm to drive sales. Another element of the MI sellers' success is the way they leverage what Seth Godin calls "tribe." In his July 26 blog on TechnologyIntegrator.net, Godin defines an element of tribe as "people like us do stuff like this." I interpret these ideas as descriptive of virtual communities of like-minded people.
The value of this idea to technology integrators lies in the power of digital media to reach across all forms of borders to reach like-minded people. People who may not otherwise connect can now join together via the internet.
A group of merchants with connections to our market has successfully tapped the idea to grow, against pretty much all odds. I'm talking about independent record store operators.