Seven Consumer Trends and Their Ramifications
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Presentation to the Swiss Consulate on how to market in AmericaSeven Trends and their Ramifications
October 9, 2009
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7
VII
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7
7
SEVEN
Seven Consumer Trends and their
Ramifications
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BRAND
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BRAND
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it’s about relationships.
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listen
ENGAGE
b u i l d
inspire
MOBILIZE
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7
VII
7
7
7
SEVEN
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consumers want more participation and even control.
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embrace crowdsourcing
give up some control
build in memes
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we want to do business with a person,not an institution.
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learn social media protocol
put a face, not a logo at the forefront
tap into employee enthusiasm
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our relationships with media are more complex than ever
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know what mode your consumer is in
be creative and engaging
take your content to your customer
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attention spans are shorter.
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build relationships
stand for something
maximize your search
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expectations a r e h i g h e r .
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give people flexibility to apply judgement
build a better user experience into everything
surprise people when they least expect it
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there’s no such thing as perfect.only perfects.
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enable customization
create multiple versions of messages and product
don’t assume consumer always knows what she wants
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the MP3 is good enough.
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fast/easy/portable/accessible
don’t waste money on the wrong things
experiment constantly
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bake your marketing into the product
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think of content as your product, too