BRANDME360 | BHIA INTELLIGENCE · DIGITUDE · SYSTEM 04 - 04 OF SEVEN PROPRIETARY SYSTEMS
Digitude. How the People You Are Trying to Reach Feel About Technology.
Digisphere tells you what a household has. Digitude tells you what they do with it and how they feel about it. Two households can have identical connectivity infrastructure but completely different relationships with technology. One adopts early, trusts digital transactions, and engages online without hesitation. The other uses technology cautiously, avoids online systems, and needs a different kind of engagement entirely. Whether you are a business closing a sale, a government agency enrolling constituents in a program, a nonprofit connecting community members to services, or a lead generation company qualifying prospects, Digitude is the attitude layer that determines which approach will actually work.
WHAT DIGITUDE IS
The Digital Attitude Intelligence Layer. 58 Segments. Built to Map How New Mexico Engages Digitally Across Every Sector.
Digitude is BrandMe360's proprietary digital attitude segmentation system. It divides New Mexico households into 58 distinct segments based on their relationship with technology, from early adopters who live on the leading edge to households that adopt technology only when it serves a specific and immediate practical need.
Digitude answers the question that connectivity data alone cannot answer for any sector: even if this household is reachable digitally, will a digital-first engagement actually work with them? Will they trust an online form? Will they enroll through a portal? Will they respond to a digital ad? Will they donate through a mobile giving page? Or does this household need an in-person touchpoint, a phone call with a real human, or a trusted community messenger before any digital engagement can happen at all? Digitude maps the answer before strategy is set.
THE FIVE DIMENSIONS OF DIGITUDE
Every Digitude Segment Is Defined Across Five Dimensions. Together They Map the Full Digital Attitude Portrait of Every New Mexico Household.
Having access to technology does not mean a household trusts it, uses it, or will engage through it. Digitude maps five dimensions of digital attitude so every sector builds engagement strategy on how households actually feel about technology, not just what they technically have access to.
DEMENSION 01
Technology Adoption Rate
How quickly a household adopts new technology. Early adopters, mainstream followers, pragmatic adopters, and technology resisters all exist across New Mexico. For businesses and lead generation companies, adoption rate determines whether a digital-first funnel will convert or require multiple touchpoints to build comfort. For government agencies, low adoption rates signal which communities need simplified digital interfaces or non-digital alternatives for program enrollment. For nonprofits, adoption rate shapes whether digital fundraising campaigns or in-person community events will produce better engagement from the target population.
DEMENSION 02
Digital Trust Level
How much a household trusts digital systems, online forms, digital transactions, and digital communication from institutions and organizations. High trust households complete online applications, donate through mobile pages, and respond to digital outreach without hesitation. Low trust households avoid online systems entirely, even when they have access to them. For government agencies and nonprofits, low digital trust is often the reason eligible households never enroll in programs they qualify for, never respond to digital campaigns, and never access services that were designed for them. Digitude maps digital trust at the ZIP level before any digital access point is designed.
DEMENSION 03
App and Platform Behavior
Which apps, websites, and social platforms a household actively uses and how they use them. For businesses and advertising partners, platform behavior shapes ad placement and content format decisions before the creative brief is written. For government agencies running awareness campaigns, platform behavior maps where the target community actually spends digital time versus where the agency assumes they are. For nonprofits, platform behavior reveals whether the donor or program participant population is reachable through Facebook, Instagram, YouTube, faith-based apps, or Spanish-language platforms rather than the channels a national nonprofit template might assume.
DEMENSION 04
Online Engagement and Purchase Behavior
How comfortable and active a household is with completing significant actions online. Some households shop, donate, and enroll online as a default. Others research online but complete transactions in person or by phone. For businesses, this determines whether a digital CTA will convert or generate a click that goes nowhere. For government agencies, this determines whether online enrollment portals will be used or abandoned mid-process. For nonprofits, this shapes whether digital donation pages or mailed pledge cards produce better fundraising results from the target donor population.
DEMENSION 05
Provider and Service Switching Behavior
How likely a household is to switch providers, services, or platforms based on value, reliability, or new features. Active switchers signal openness to new brands, new services, new platforms, and new program options. Loyalists require trust-building before any change can be introduced. For businesses and lead generation companies, switching behavior identifies prospects in motion. For government agencies introducing new digital services or updated program portals, switching behavior predicts which households will adopt the new system and which will need guided support or a non-digital alternative.
WHY DIGITUDE CHANGES YOUR STRATEGY
What You Can Do With Digisphere That a General Media Plan Cannot Do for Any Sector.
KNOW WHEN TO GO IN PERSON BEFORE YOU DESIGN THE FUNNEL
For businesses: a Legacy Browser household is digitally reachable but not digitally closeable. They need in-person contact to build trust. For government agencies: a Loading Screen household wants to engage digitally but faces barriers that end the attempt mid-process. For nonprofits: the promotora model works for communities with low digital trust where no digital campaign ever will. Digitude tells every sector which approach is required before the engagement strategy is designed.
FIND THE SWITCHERS AND THE LOYALISTS
For businesses and lead generation companies: active provider switchers are open to your brand if you reach them at the right moment with the right value message. For government agencies introducing new digital services: switchers will adopt the new portal while loyalists need guided support or a non-digital alternative. For nonprofits: switcher donor segments are open to new causes while loyalist donors need consistent cultivation and recognition. Digitude identifies which is which before strategy is set.
MATCH THE DIGITAL CTA TO THE ATTITUDE OF THE AUDIENCE
A Feed Leader household clicks, researches, and completes an action online the same day. A Bounce Subscriber needs the right value message at the right moment. A Legacy Browser needs a phone number, not a URL. Digitude tells businesses which CTA will convert, tells government agencies which portal will be used or abandoned, and tells nonprofits which digital giving page will produce donations versus which donor population needs a mailed pledge card.
BUILD THE RIGHT ACCESS POINT FOR THE RIGHT AUDIENCE
A market, a jurisdiction, or a service area with mixed digital attitudes needs engagement with multiple entry points. Digital-first for early adopters and high-trust households. Traditional and community-based touchpoints for legacy and low-trust households. In-person navigators and phone-based enrollment for households where digital friction ends the attempt. Digitude maps which approach is needed for which household type so no part of the target audience is left unreachable by a strategy that was designed only for the easy-to-reach.
DIGITUDE ACCROSS EVERY SECTOR
The Same Digital Attitude Intelligence. A Different Engagement Strategy for Every Sector It Serves.
Digitude answers a different engagement question depending on who is asking. The digital attitude data is the same. What each sector does with it determines whether campaigns convert, programs enroll the right households, and outreach initiatives actually reach the people they were designed to serve.
FOR BUSINESS
Will a Digital CTA Convert or Just Generate a Click?
Digitude tells businesses whether their target household will complete an online purchase, fill out a digital form, or respond to a digital campaign, or whether they need an in-person touchpoint, a phone call, or a local canvassing visit to close. That is not a creative question. It is an attitude question. And Digitude answers it before the funnel is designed.
FOR GOVERNMENT
Will Eligible Households Use a Digital Enrollment Portal or Will They Need a Navigator?
City, county, and state agencies increasingly deliver program enrollment, public health information, and emergency alerts through digital channels. Digitude maps which constituent populations have high enough digital trust and adoption to engage through portals and digital systems, and which require in-person navigators, community health workers, phone-based enrollment, or paper applications to successfully access the programs they qualify for. This intelligence is critical for agencies designing equitable access to government services.
FOR NONPROFITS
Will the Community I Serve Engage Through Digital Channels or Do I Need a Different Model?
Nonprofits running grant-funded programs, behavioral health campaigns, community services, and donor development initiatives face a critical design question: does the target population trust digital systems enough to engage through them? Digitude maps digital trust at the community level so nonprofits know before designing a digital campaign whether the target population will use a mobile giving page, respond to a social media awareness campaign, or access services through an online portal, or whether the promotora model, the community event, and the face-to-face conversation are the only approaches that will actually work.
FOR LEAD GENERATION COMPANIES
Will the Qualified Prospect Respond to Digital Outreach or Require a Different First Contact?
Lead generation companies running cold email, PPC campaigns, and multi-channel outreach use Digitude to map whether the target ICP household will respond to digital first contact or requires a phone call, a community touchpoint, or a different entry point to begin the qualification process. A high-digital-trust prospect converts through a digital form. A low-digital-trust prospect needs a human voice before they will engage with anything. Getting that wrong wastes outreach budget and produces leads that do not set.
FOR ADVERTISING PARTNERS
Is This Audience a Digital Convert or an In-Person Close?
Advertising agencies use Digitude to build campaign conversion strategies that match the digital attitude of the target audience. A high-adoption, high-trust audience converts through digital CTAs and online experiences. A low-trust, pragmatic-adoption audience needs the campaign to build trust before any digital action is requested. That distinction changes the entire creative approach, the call to action structure, and the channel sequencing before the first ad is placed.
A SAMPLE OF THE 58 SEGMENTS
58 Segments. Each One a Real Digital Attitude. Built for How New Mexico Engages With Technology Across Every Sector.
These are a handful of the 58 Digitude segments in the BrandMe360 system. New Mexico's digital attitude landscape spans from high-tech smart home households in Albuquerque to legacy browser households in rural counties who prefer pre-recorded programming and have never completed an online transaction. Every segment tells a different story depending on who is reading it. The full ranked profiles for your specific market, sector, and mission are in the Intelligence Report.
WEALTHY MATURE W/O KIDS
06 - Legacy Browsers
Mature suburban homeowners. Pre-recorded programming preferred. AARP.org is their digital home. Landline still active. For businesses: trust-first buyers who need in-person or phone contact. For government: low digital trust means paper applications and phone enrollment outperform online portals. For nonprofits: direct mail and in-person events outperform digital donor campaigns.
WEALTHY OLDER FAMILY MIX
01 - Feed Leaders
Affluent early adopters. Smart home systems, solar panels, energy management. For businesses: digital-first, high-conversion on online CTAs. For government: early adopters of digital government services and online portals. For nonprofits: responsive to digital fundraising campaigns and online giving platforms.
LOW INCOME YOUNGER W/KIDS
51 - Loading Screen
Tech aspiration outpaces financial access. Nick Jr. and Telemundo via mobile data. Boost Mobile. For government agencies: wants to engage digitally but faces constant access barriers. Online portals create friction that ends enrollment attempts. Phone-based and community-based access points are required. For nonprofits: in-person outreach and trusted community messengers are the primary channels that reach this population.
UPSCALE MIDDLE AGE MOSTLY W/O KIDS
09 - Sync Professionals
High-achieving urban professionals. Business-related online activity 60 plus hours per week. Podcasts, Anthropologie, Nordstrom Rack. For businesses: digital-first and highly responsive to well-targeted digital campaigns. For nonprofits: strong digital donor prospects reachable through LinkedIn, email, and professional networks.
MIDSCALE MIDDLE AGE FAMILY MIX
26 - Bounce Subscribers
Active provider switchers. Netflix, Hulu, BET+. Pragmatic technology users. For businesses: open to new brands when value is clear and the digital CTA is simple. For nonprofits: reachable through streaming platforms and mobile-optimized giving pages. For government: will use digital portals when the process is frictionless and clearly beneficial.
WEALTHY MIDDLE AGE W/KIDS
03 - Upload Families
High-income suburban families fully integrated with smart home technology. DisneyNOW and YouTube Kids for children. Energy management systems standard. For businesses: technology is infrastructure, not novelty, highly responsive to digital campaigns. For nonprofits: strong digital donor prospects who give through mobile-optimized pages and peer-to-peer campaigns.
DIGITUDE IN ACTION · REAL PERSONA EXAMPLE
Rosa Cisneros. See Why Her Digital Attitude Makes Her Invisible to Every Sector That Only Uses Digital Channels.
Rosa has Dish Network satellite TV with DVR, a Straight Talk prepaid mobile phone, and no home internet access. She has never completed an online transaction. She is not on social media. She cannot access an online enrollment portal, a digital donation page, or a government program website. For a government agency, she is the highest-priority constituent for Dona Ana and Luna County programs who will never self-enroll through a digital system. For a nonprofit, she is the core mission population for grant-funded behavioral health, food security, and community recovery programs who will only be reached through in-person outreach, radio, satellite TV, and trusted community messengers. For a business, she requires a completely different engagement model. Digitude identified all of that before a single outreach dollar was spent.