Wednesday, August 9

Digital Virgins in a House Near You


The BBC reports on a study "Britain's digital tribes revealed" which I think points to the future of digital marketing and content serving. We're such a detail industry, looking at accountability and measurement as our competitive advantage, yet we lack some of the precision of the Direct Marketing business and audience research of other media.

The study classifies every UK postcode into 23 digital literacy types; from virgin newbies to advanced techno geeks. Have a play to find out how they classify you:
http://www.spatial-literacy.org/esocietyprofiler/

Rupert Murdoch talked of new breads of digital natives in his keynote address to his editor's last year. This research might give us industry bods some of the tools to better know our users and give them the right content and advertising for their level of online knowledge. I'd like to see this plugged into Double Click's ad serving tools or into Content Management systems via an open API.

I'm a Type H22, which is E-committed. Committed in the sense of determined, I hope, rather than slightly crazy.

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