In my last blog post I introduced the concept of the inverted bell curve. The ramifications of the inverted bell curve are many, but primarily focus on how it no longer pays to be “middle of the road.” In addition to cultural affects like the hollowing out of the middle class, the inverted bell curve impacts sales and marketing as well as product development. It is these areas I wish to discuss today.
Marketers and Manufacturers
So what are the ramifications of this significant paradigm shift for marketers and manufacturers? While there are not many, each is extremely significant in its own way. First off, the mythical 80% audience simply no longer exists in most spaces. Between the proliferation of television channels, radio stations, videos games, internet content and time shifting devices like TiVo, there is simply no one place where you can message such a high percentage of your intended target. Which has led to the second ramification – marketers need to create multiple campaigns with multiple touch points in order to reach the same or similar audience. And you can’t just put your television ads on your website. You actually need to create different content with unique messages to reach these more siloed and stratified audiences.