Ask most businesses owners who their ideal clientele is, and chances are somewhere in their response will be a reference to deep pockets (for obvious reasons). While many businesses want to get in the minds/wallets of those with high levels of discretionary income, targeting this demographic is an entirely different story. The affluent are a sharp and savvy group who have been accustomed to being marketed to on a nearly constant basis (you need this Lexus... your TV is only 57"?... take this trip to Ireland and wash your cares away with a pint of Guinness). The increasing pressure (self-inflicted?) in our society for "more stuff" is an entirely different topic, so I'll try to stay to the point at hand.
Online trends show that the best methods for reaching the affluent have shifted in recent years, which makes sense considering the growing number of affluent Internet users.
This demographic segment – defined as people with annual household income of $100,000 or above -- represents a large and growing percentage of the US Internet population. In 2007, an estimated 25% of US Internet users were affluent, up significantly from 16% in 2001. eMarketer projects that this percentage will increase to 27% in 2011. - eMarketer
Social media is not just for the affluent kids. It's for their parents too. Savvy marketers need to seriously look at shifting their online marketing efforts to the social media scene if they hope to get into the pocketbook of Mr. Drummond.
You can read the entire article on this subject from eMarketer here.