Marketing to Dippers, Divers & Skimmers
I heard the terms Dippers, Divers & Skimmers as a way to explain how different people consume content and thought it was worthy of discussion. Here is a quote that explains, for the full article go to http://snurb.info/node/1576
“…skimmers (engaging only briefly), dippers (engaging casually, in undemanding ways, e.g. by posting on blogs and comment threads), and divers (hardcore fans exploring the full story experience) – and these types also influence and engage one another: divers attract dippers, dippers attract skimmers. Skimmers deal mainly with easily accessible, non-complex elements, divers with the more complex elements that also require significant marketing investment.”
So as we write content for Social Media, Blogs, Print, Web … we need to keep these three types of readersin mind. By the way, this is very similar to the way I was taught to write in Journalism and we called it the inverted pyramid model.
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