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Bringing Colour Into Our Digital Lives”
By Piet Hein van Dam, CEO, Wakoopal Pascal van Hattum, The SmartAgent Company
- Promises a world without questions – what are people doing online on all their devices
- Apple’s black friday email campaign in the netherlands was not effective – reach rose from 25% to 45% but new visitors left the homepage immediately
- Segment Red: Innovative people: Internet is part of their life, they need water and wifi, they need self-expression
- Segment Blue: Manifestation people: Show off, extrinsic motivation, status
- Segment Yellow: Balanced people: Family, social, sharing, kids
- Segment Green: Traditional people: Security, belonging, heritage, gated communities
- Generally, the four groups are about the same
- Red is innovators, extraverts, ego
- Yellow is late majority, group, extraverts
- Green is laggards, introverts
- Blue is early innovators, ego, introverts [really nice segmentation, read the paper]
- [They have a 5 question scale to determine which segment you are]
- So, green people hated the the campaign
- Hyves is the Netherlands version of Facebook, Hyves is very green and not very Red. Hyves is not doing well at all.
- Facebook is very yellow but with a lot of green
- LinkedIn is very blue
- You must match campaigns to the “colour” of the website
- You can target two colours in an ad
- Adults 20 to 45 is not a target group, it’s a family reunion
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This is not dissimilar to existing values segmentations, here is one example: http://www.roymorgan.com/products/values-segments/values-segments.cfm
2 axes, traditional to conservative (green > yellow > red). What they might have missed with the blue is the north-south axis of group to individual, blue can likely be broken up into those who are group conscious (show off to demonstrate group belonging – exhibitionist streak) vs. individual (I am the best, status).