Every now and then you stumble upon something that puts things in fresh perspective. One of the most complicated things to fully understand is user behavior within a particular demographic. As a digital marketer, you’re always looking for new ways to visualize the internet. In particular, the relativity of one website to another and the influence associated with those websites. Once understood, one can begin to piece together a media buying strategy that will target a particular audience that will either yield a positive ROI (in the case of a direct response campaign) or build brand awareness among those most likely to convert.
I managed to stumble across the ‘Internet Map’ the other day. It’s a snapshot of the network from the end of 2011. While the internet changes rather quickly, the tool can be useful in creating the early stages of a customer model as well as allow marketers to begin to understand the relationship that a consumer and website visitor shares with other websites on the internet.
This is certainly not the first of its kind. While the Internet Map was not developed for these means, there are plenty of tools both free and paid that lend insights into both search trends and user behavior. This is the first I’ve seen that visualizes it in a way that allows the marketer to compare several angles or strategies quickly or even at the same time. While this is not enough to solidify any strategy, it has the possibility of being helpful in brainstorming and the early stages of media planning.
The Internet map includes over 350 thousands websites from 196 countries across all domain zones. Each website is represented in a circle, where it is then colored to represent the country of origin. The circles are also clustered based on how users switch between sites and how relative the content is – lending a new perspective on how your target demographic may approach web surfing.
Try putting in a website and then study its location on the Internet Map. Does it tell you something that you didn’t think of before? How many areas of the 7 Pillars of Digital Marketing can you have this assist you with?