In media relations, social media and similar communications efforts — where you’re often communicating with one person, one at a time — personalization is best. Know who you’re communicating with, and craft the communication to that person’s preferences (while still being honest, sincere, etc.).
But, in the bigger picture of website design and even larger of corporate identity, should we cater to our primary audience?
According to an eMarketer story today, women use websites more so than other sources when researching products:
“Over half of US female Internet users ages 25 and older say the Internet is their main research source for checking out potential product purchases, according to Burst Media’s “Online Insight” report, published June 2007.
The Internet was named far more often than other methods. Around 10% or fewer of respondents said they got their information from “asking family and friends,” newspapers and magazines, television or other sources.”
So, if a certain demographic is a sizable portion of your target audience, should you develop branding materials (logo, color scheme, etc.) to cater to that audience’s preferences?
If you don’t want to play with your “corporate look,” should you cater your website to your audience’s preferences? Maybe adjust the color scheme, design, features, etc., to a certain key demographic?
Or, should you try to please everyone with general user-centered design?
I guess it depends on how big or significant your key customer and prospect base is.
But, in growing world of being able to connect one-on-one or join online communities specific to our interests, how far does that specific connectivity go in an increasingly global marketplace?
– Mike
