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4 New Waves In Marketing Communications
Understand Consumer Behavior So You Can Surf to Better ROI
Hang ten on these massive trends in consumer behavior when formulating your marcom strategy and you could end up sitting pretty on the tropical beach of your choice.
1. Consumers are empowered like never before
Consumers simply know more about products and services now. The Internet allows instant price and quality comparisons, and blogs and chat rooms airing uncensored consumer opinions-means a better informed consumer today than even a decade ago. And there is less consumer desire to conform and fit in.
2. The atomization of media
Perhaps the biggest force driving the recent consumer empowerment is the "atomization" of the mass media. We're moving beyond even the fragmentation of media people have been talking about since the arrival of specialty cable channels. A perpetually shifting mosaic of audience microsegments forces marketers to play an endless game of audience hide-and-seek. In 1965, 80% of 18- to 49-year-olds in the U.S. could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials to produce the same result.
3. The fixation on ROI and measurement
Recently there has been a frantic fixation by marketers on precise measurement and proven return on investment with CEOs and CFOs demanding more assurance from marketing departments before committing to spending, and proof of performance after the fact.
4. Integrated marcom is driving change
TV commercials and the traditional newspaper and magazine ad, are in decline as the primary driver of marketing. Direct marketing, web programs, promotions, stunts, events, product placement, TV program integration, product and package design, public relations and employee marketing are all tools that are increasingly more dominant in many marketing programs. And no individual marketing channel works best in isolation.
At the end of the day, mass media is not going to disappear—just like newspapers didn't fall off the face of the earth with the advent of radio.
Knowing these trends, and adjusting your plans accordingly, will have you surfing the waves of change with more ease.
For more marketing and publishing advise, contact O’NEIL Data Systems. Phone 866–659–0824, or email us at sales@oneildata.com.
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