There was not much dialogue between the consumer and brand, in general the consumer was powerless.
Limited in choice, supply, information, price, negotiation, dialogue and the ability to redress.
OLD MARKETING
ONE WAY MESSAGE. Interruptive mass appeal, expensive, hard to measure, low return of investment.
Modern Consumer
Developed over the last decade, the modern consumer is connected, active, mobile, engaged, open, impatient, demanding, powerful.
Brands would appear out of nowhere, you can know what people think about it and instantly start to engage with it.
Greater choice, supply.
GLOBAL MARKET...faster manufacturing, improved logistics.
NEW MARKETING
TWO WAY MESSAGE. Interactive, targeted, mobile, efficient, fluid, reactive, effective.
Methods which justify this - creating a dialogue, informing NOT selling, informed by consumer, led by consumer research, time sensitive, location based, price.
SHARED VALUES - trust, authenticity, community, integrity, respect, involvement.
CONSUMERCENTRIC MARKETING
'Art of the Trench' - you can only be part of this social network if you have a Burberry Trench Coat.
Mass customisation allows you the opportunity to have the brand you want.
PRINCIPLES.
- Facilitate conversations
- Provides a platform
- Offer access
- Encourages participation
- Enable story-telling
- Provides information
- Shared learning
- Reward involvement
5 key current trends - mobile, image, video, social, upgrade.
Consumer profiles allow you to get BIG DATA to get to know the consumer and there for have an understanding of their wants and needs. e.g. their profile, history, location, needs, connections, incentives, privacy.
Future Consumer
Technology - 3D printing, Nano.
Immediacy, authenticity, customisation, resources, sustainability, sharing, ethics.
Talking THROUGH the consumer not TO the consumer.
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