If your entire client base lies within the area covered in light or dark blue, there is no need to read another word.
The maps to the right may present some of the most startling demographic data that you have seen with regard to your web-based marketing. First, let’s get a couple of sourcing issues covered. The data has been pulled from a government site and reflects data through 12/31/2013. Links are included and are also reflected in the upper left corner of each photo.
Internet Coverage is indicated on the top map. This includes all licensed internet (excluding mobile networks). In essence, these are customers who can see your site on a computer as well as their mobile devices. While we are all working to make certain that our sites view well on mobile devices, the fact is that we need our buyers to be able to see the images and navigate graciously when making large dollar purchases.
The value of a hard copy catalog or sell sheet series cannot be overstated when looking at this coverage. If you have customers, distributors, showrooms or retail outlets in the white area, the solution is simple. Just make sure that you have a catalog or sell sheet presence in the markets not covered in light blue. Customers can see the product in print ( actually making use of the high quality photography you have used), shoot a QR code from that print, and then carry your information away on a wireless device.
Broadband Speed is indicated on the bottom map. The minimum suggested speed to support standard streaming is 6Mbps. The dark blue cluster map shows the areas in the US that have wired access at these speeds as of 12/31/2013. The amount of insufficiently covered real estate ( white space) on this map is shocking.
What does this mean? Customers,distributors, showrooms or retail outlets in the white area will likely have difficulty streaming video content from your online marketing campaigns and website on desktop and laptop devices. Stand alone video presentations and training materials will be more of a challenge in these areas.
Again, the solution is simple. Product information distributed in catalog form (hopefully with a beautiful binder) should include a QR Code so that information can be cross referenced between the hard copy and online (in this case likely mobile) devices.
Analyze Your Client Base. When looking at your client base, and how these maps are impacting your business, it is essential to look at end destinations for your products or services rather than the distribution center to which you are likely shipping.
Your big box clients ( Lowe’s, Home Depot, BB&B, etc) are spread throughout the white zones and if your catalog is not in store, you can bet that your competitors is.