In order to engage internet users you first must find them and that means targeting the people you most want to influence. In addition, it means targeting the people who influence your target consumers. This is especially import on the Internet where word of mouth can be instantaneous.

Many traditional advertising messages tend to be idiosyncratic (we are better, we won awards, etc.) while social media and Internet messaging should be more lifestyle oriented. While both approaches work, the Internet is a bit different from the more traditional forms of advertising, because the Internet is an interactive medium.   

As the statistics show (see end of article), many people look for specific product information on the Internet, but a lot more are looking for a solution for something that is happening in their life. That solution can be something that (Maslow's hierarchy of needs) addresses, physiological needs, safety needs, love/belonging/social needs, esteem needs, or growth needs. If you want to be part of the solution then you have to offer one.

Let me give you a simple example. I am sure you will see how one of Maslow’s hierarchy of needs was fulfilled by having a product create found memories. I recently started working with a consumer company whose product touched me in ways I did not expect. The company sells potato chips and was our favorite brand when I was a kid growing up in Philadelphia. It brought back memories of hanging out with my friends and it especially brought back memories of a Potato Chip sandwich my grandmother use to make for us. I posted a recipe and a photo using Google Base and sent it to a childhood friend asking him if he remembered it.

This was his unsolicited reply.

“It has to have a NAN (my grandmother) make it or at least get everything out for you and it must be eaten in the kitchen on green table with chrome legs and an old cocker laying in the doorway into the shed/cooking area.  MY GOD Bud (my childhood nickname) that picture almost brought tears to my eyes just thinking about it.

Phil”

The next day I received an email from Phil’s sister, who I had not seen in 40 years. Here is what she said.

“Hellooo Buddy Hallman--On the other side of the Allegheny Ave. the best chip sandwich was as follows— 2 slices of the freshest white bread (usually A&P's brand) mayo spread on both sides and the most Wise Potato Chips that could be kept in the sandwich, after pushing both sides together!!! I wonder how many different "Wise" sandwich stories are out there? You may not know me by Mary McFeeters, but does Mary Gormley ring a bell? Phil sent me something from you so I thought I'd say hi. Hope your life’s journey has been kind to you. Each day brings new hope so we all get a new chance.

Mary”

You can bet that they both went out and bought the ingredients for a Wise Potato Chip sandwich. You can bet I did. If you want one here is the recipe. http://www.google.com/base/a/3430554/D4201175506309479549

Consider these statistics from the The Pew Internet & American Life Project:

• Internet Penetration for North America is 71.1 % the population

• 88% access the Internet at least once a day

• 87% of U.S. Internet users said they found out about new web pages by following links from other web pages
  
• 48% of U.S. Internet users use the web to access product information at least once a week