New Consumer classifications. New media. Consumer-driven content. One to one marketing. Guerilla marketing. New audience measurements. Every time you turn around these days, there’s a new way to classify, reach or measure today’s multi-media, marketing-savvy consumer. It would seem a golden age of the consumer is upon us. But, what does it all mean?
Well, for consumers it’s a double-edged sword. It means that marketers are paying more attention to what they want, are catering more directly to their needs and are actually listening to what they have to say. It also means, we’re talking with them instead of at them. And that we realize they need to get something of value out of the conversation: whether it’s entertainment, knowledge, help, an incredible bargain or something else. But, it also means the an already overloaded consumer is getting bombarded with messages at all times in new places. So, you could say they have both more control and less control.
But what does it mean for us as marketers? I think we’re also on the cusp of a golden age that we haven’t seen since the 60’s. For us too, it’s a double-edged sword. On one hand, those agencies and marketing companies that don’t adapt will end up going the way of the dinosaurs. We need to grasp new media, new ways of talking with the consumer, the idea of constant innovation. But, isn’t that what we live for? To be challenged? To find exciting new ways to connect.
If innovation and creativity are going to be what separates success from failure, that’s exciting. Scary, yes, but in a good way. It’s the kind of scary that gets you excited about going to work and gets the old blood pumping. All our new business wins and prospects these days are directly related to this new age of consumer innovations and connectivity. And the more we embrace it, the more they start piling up. Our world is changing rapidly. Embrace it. Enjoy it. It should be one heck of a ride!
Mike McClure, ECD
