The Democratic National Convention is going to be a sharp contrast to last week’s GOP one. Not just in messaging, but in audience diversity. As I posted here it will allow for multiple caucus tracks based on ethnic and other personal “identity” markers.
I have become increasingly aware how fragmented technology audiences are over the last few years. My Enterprise Irregulars colleagues get excited about anything related to enterprise software. Sensors, satellites – not so much. My speaking audiences are usually not (my or other) blog readers. My New Florence blog readers are much more interested in healthtech, biotech, cleantech – the Deal Architect blog readers are mostly into infotech. My Facebook friends post about a wide range of personal and other topics. LinkedIn friends tend to focus on professional topics. My book readers love to hear about innovation case studies – across industries and countries. Readers of guest columns I write for publications like GigaOm or Sandhill want to primarily hear about Silicon Valley startups. My CIO consulting clients have pressing issues which few blog or book readers get to hear about.
Five years ago, I struggled with this heterogeneity. My book writing has allowed me to synthesize input from these diverse audiences. My last book had citations from 600 magazine articles, analyst reports, blogs, academic studies. I interviewed countless executives (not just CIOs or vendor executives), VCs, bankers.
In turn, I tend to be wary of single source themes or news. Social mavens, SAP Mentors, Apple fanbois – your input gets filtered through my “rainbow coalition”.
Broaden it out though. The countless demographics that make up technology audiences calls for a rethink of many a marketing program. Forget the politics. We can learn from what is going on in Charlotte this week.