[Pokemon Go is an] augmented reality game based on a decades-old video game franchise, propelled to ridiculous early success on a wave of ’90s nostalgia by people of my own age who grew up with Pok\u00e9mon and now have the disposable income to buy smartphones? Good luck replicating that situation, publishers.<\/p><\/blockquote>\n
Right. It’s not that they caught a wave you can ride as well. They caught a laser beam. <\/p>\n
But also, and more importantly, just because people are spending a lot of time on something does not mean that it’s an opportunity to get some of that attention. That is a very common error. <\/p>\n
“Everybody’s on X, so you should be on X.” <\/p>\n
No, not really. Not unless it fits with your market. <\/p>\n
I haven’t played the game, but I know some people who do, and when they’re out looking for Pokemon they’re not in the mood to purchase a magazine subscription. Or … whatever you’re selling — unless that’s Pokemon t-shirts. <\/p>\n
Think of it in terms of list selection. If you want to send out a million pieces of mail, you want to find lists of people who are like your people.<\/i> You may want readers in a certain demographic group who have recently shown interest in a publication like yours. <\/p>\n
The same thing applies to time. Just because everybody’s on Facebook doesn’t mean they want to buy your thing while they’re there. <\/p>\n
You should apply the same sort of critical thinking to these social media and technology services that you apply to lists. Don’t chase the crowd just because it’s a crowd. Find the right people in the right place in a buying mood. <\/p>\n","protected":false},"excerpt":{"rendered":"
Whenever a new technology or tech-related service comes out, you can hold your breath for the amount of time before you see an article explaining how marketers should use it, or how this is a great new opportunity for your business. Usually such articles are rather silly. Fortunately, sometimes there are also some sensible articles. …<\/p>\n
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