For those of you unfamiliar with the term Lurkers, think of Lurkers as spectators who consume content but do not contribute. The skeptic may go as far as calling them digital parasites, while the visionary sees a new untapped market.
In Internet culture, a lurker is a person who reads discussions on a message board, newsgroup, chatroom, file sharing or other interactive system, but rarely or never participates actively. Research indicates that “lurkers make up over 90% of online groups”
While traditional marketing continues to emphasize branding and creative as the most important features of a campaign, digital promotions are evaluated almost entirely on performance results which are captured and measured digitally. Justifiably marketing budgets are rapidly migrating to new media channels, because traditional perceived success factors, such as emotional stimuli created by the warm and fuzzy feeling of a traditional campaign can no longer compete with actual facts and figures.
Edelman (2011) contends that up to 90% of spend goes to advertising and retail promotions. Yet the single most powerful impetus to buy is often someone else’s advocacy. For this reason numerous new models and performance measures have emerged in the sales promotion industry. A recent UGC video contest we built had 132 entrants and 636,774 video views, meaning 98% of the participants were viewers.
Reach is a vital element of any promotion, however traditional methods continue to produce diminishing returns. Therefore promotions need original engaging content, mainly produced from its own customers.
The digitization and networking of information has forever changed the way marketers and consumers connect. So be prepared to change or risk extinction