Ian Johnson, Out Now
February 15, 2008
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TOPICS: Gay marketing. Lesbian and gay market. Gay community market. Global lesbian and gay advertising. Targeting the gay market. Lesbian and gay community market developments. Internet gay market. Online gay marketing. Lesbian and gay online community. Web 2.0 online gay market.The internet has changed much about gay marketing.
Whereas we once measured the portion of the gay market we could access -- what Out Now calls the "reachables" -- in the tens of thousands, or maybe the hundreds of thousands, the internet changes the gay market landscape.
By rendering a globally accessible channel into the gay market viable, online gay marketing now means that we can devise gay marketing campaigns with a potential gay market reach in the millions.
That has profound implications for how brands need to think when defining their target market, and devising gay marketing strategies.
Gay Market News has talked before about the impacts of the internet on gay marketing.
Of particular interest has been the development of Web 2.0 technologies -- some for the advancement of gay marketing and others perhaps not so good in the long term.
Developments such as Citizendium and Wikipedia have also become of increasing importance to a world where access and accessibility grows to become universal.
Now comes word of a new online gay market development, the launch yesterday of a web 2.0 gay market travel review site -- Gaypedia.com.The site aims to provide a one-stop shop for gay market travelers, and includes web 2.0 functions such as user generated review and comment content.
According to the site's marketing statements: "The gay world changes so quickly that we were finding information in travel guides to be constantly out-of-date or inaccurate."
It will be interesting to watch the gay market development of this one.
As with all web 2.0 online marketing ventures, its success or failure will depend upon achieving a critical mass of users willing to visit the site -- and contribute.
If users find the site answers their questions it will meet a gay market need, and likely succeed. If content -- or users -- are found to be wanting: it will face a far tougher future.
For information and help with understanding key gay and lesbian marketing issues, to most effectively understand and meet the consumer needs of the lesbian and gay market, rely on the gay market experts, Out Now. Leading in the gay market since 1992.
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