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Digital Trends 2011 – Recognising our digital lifestyle

May 27th 2011

Jasper Ditton

Head of Digital at Marketecture, helping clients to achieve their business and marketing objectives using digital marketing channels. Starting as a developer, Jasper moved to strategic and operational client services roles 5 years ago and has worked with some of the UK's largest brands and a huge variety of public sector, B2B and B2C clients.

TNS, a global market research company, conducted a “Digital Life” study in 2010. This research identified six digital lifestyles or personas, worldwide:

  • Influencers - The internet is an integral part of my life
  • Communicators - I just love talking and expressing myself
  • Knowledge-seekers - I use the internet to gain knowledge, information and to educate myself
  • Networkers - The internet is important for me to establish and maintain relationships
  • Aspirers - I’m looking to create a personal space online
  • Functionals - The internet is a functional tool

The study identified the UK as having the highest social media engagement around the globe, with 25% of users spending on average 1.8hrs per week on social media platforms. As each social media site has its unique characteristics and rules of engagement, different sites will suit these lifestyles in different ways.

Key to a cohesive overall plan is ensuring that the tactical delivery of content, style and message on each social media platform is specifically tailored towards its individual user base, their specific position in the buying cycle and engagement with the company:

New Prospects

  • Nurturing new prospects into customers and clients
  • Monitoring for lead opportunities
  • Reducing the cost of lead conversion

Existing Customers

  • Improving retention
  • Opening up channels for two way communication
  • Cross selling new products or services
  • Driving additional lifecycle value Collaborative

Collaborate Innovation

  • Reducing production / operational costs
  • Reducing collaboration costs
  • Improving sales and marketing
  • Reducing time to innovation

And so, we identify our second trend:

Companies will look at which social media platforms they use and analyse how best to communicate to their audience in a way that works for both the platform and the ‘community’.

Next in the Digital Trends 2011 Series - "Integrated multi-channel communications become the norm"