*"Gamma Females" Are Valuable Marketing Targets: A new report by the Meredith Corp. shatters the conventional wisdom that "alpha females" hold the bulk of buying/critiquing
power, and as such warrant the most targeting. It is in fact the "gammas"--comprising more than half the female population--who are forming active social networks and using a
variety of technology to share their opinions about what they are passionate about.
Largely ignored at the moment, the value of gamma females to marketers and advertisers stands only to increase as more technology is designed to suit their needs. The report
identifies five key personality profiles within the gamma mind-set, each with a specific set of beliefs and behavior that responds to a certain combination of marketing techniques
and messaging:
- Connector: Enjoys sharing her experiences, passions and recommendations with her network of friends and family. Fluent in social interactivity aspects of Web 2.0, her
interest stems from a desire to keep in touch;
- Catalyst: She wants to impact her community, and ultimately the world at large, in meaningful ways. She finds great pleasure in volunteering her time and inspiring others to
do the same;
- Family-Focused: Puts her family first; work exists to serve family needs, not the reverse. She uses technology to seek out information, but relies more heavily on personal
connections for support;
- DIY Creator: She lives life by her own compass and expresses herself by creating. She enjoys sharing ideas and techniques with fellow enthusiasts, and finding a way to bring
creativity into their daily lives;
- Challenge Seeker: She is always ready for a great adventure and focuses on the possibilities, not limits.
Source: Meredith Corp.
*You're Not Alone... Nearly Half of Americans Report E-mail Addiction: According to AOL Mail's fourth annual E-mail Addiction Survey, 46% of e-mail users report being hooked on
the medium. In case you needed any confirmation, the survey reveals that people really do check their e-mail at all hours of the day and from every place imaginable. Some even
hide their e-mail addiction from their family. Among the findings:
- 23% said they check their e-mail as soon as they wake up, followed by right when they get home from work (11%) and right after dinner (9%);
- 60% said they've never gone more than five days without checking e-mail and 17% can't go more than one day without e-mail;
- E-mail is on people's minds even on weekends and vacation; 62% of at-work e-mail users said they check their work e-mail over a typical weekend, and 19% check e-mail five or
more times in a weekend. 28% said they feel obligated to check work e-mail while on vacation, and 19% choose vacation spots with e-mail access;
- 41% of mobile e-mail users said they keep their cell phones near them when they sleep so they can hear when a new e-mail comes in.
Source: AOL Mail
*Your Favorite Color's Career Implications: Don't be surprised if your next job interview includes this question among the usual "strengths and weaknesses" interrogation:
What's your favorite color? You can thank CareerBuilder, which, in conjunction with the Dewey Color System, offers a scientifically validated color-based personality test that has
professional implications. The following is a sample of preferred color combinations, along with their career-oriented meanings:
- Yellow, green and white = the designer: You make products, systems, services or environments fit others' needs. Even when co-workers aren't in the mood to listen, your
tactful, fact-based concerns enable them to appreciate different perspectives.
- Blue, green and brown = the dream maker: You are at your best when you are supporting people through periods of crisis or fixing things. Your realistic approach can identify
practical solutions or quickly resolve issues.
- Red, orange and black = the evaluator: You increase profitability by constantly examining in detail the most efficient way to accomplish tasks. Using facts compiled from past
mistakes and successes, you deliver strong opinions with valuable perspectives that maximize the bottom line.
Source: CareerBuilder and Dewey Color System