On Social Technographics

With the advent of new technologies it seems a good idea to take a second look at technographics.  Basically market segmentation, based on technology being used.  With the advent of new technologies, such as the Apple Tablet, and Motorola's "Android" we can define the behavior and consumerism of a market based on the usage of these devices.  Developed by Forrester Research, social technographics can be a useful tool for demographic analysis.  Usually, technographics can be thought of as a ladder of participation, as in their picture below found at

http://blogs.forrester.com/groundswell/2007/04/forresters_new_.html

Such a type of analysis based on the capabilities of using a device, and the participation of using a certain technology can be quite helpful in a marketing campaign.   Coupled with traditional market segmentation with variables such as age, income, etc., the idea of usage of technology, can help direct and define a target audience.  From the same site, we can assess ways to develop social strategies of marketing, based on motivation, usage of a certain technology at a given site, even to what extent, what sort of PC is being used.  From Forrester Research, the following example, is how certain variables can be assessed in guiding the technographic campaign:

Such an analysis could have helped save, technological devices, such as the doomed Compaq Ipaq or the struggling Zune, in their efforts to clearly understand, what their audience is capable of, and in a more concrete fashion, define the audience's character, motivations, as well, as technological participation.  Combined with traditional marketing, such considerations could only be fruitful in a campaign.  Hopefully this brief introduction will provoke insight and more discussion, in helping to identify a target audience, and developing plans for promoting a message, and more importantly that good or service which will be offered to them.

Thanks, and take care, Timothy