Seven consumer trends that affect how we market in a consumer controlled, social media world. From a presentation to the Swiss Consulate in Boston. October 9, 2009.

1. Presentation to the Swiss Consulate on how to market in America
Seven Trends and their Ramifications
October 9, 2009

2. 7 7
7
7 Seven Consumer
Trends and their
Ramifications
VII

4. BRAND

6. BRAND

10. it’s about relationships.

11. listen
ENGAGE
inspire
b u i l d
MOBILIZE

12. 7 7
7
7
VII

13. consumers want more
participation and even control.

15. embrace crowdsourcing
give up some control
build in memes

16. we want to do business
with a person,
not an institution.

18. learn social media protocol
put a face, not a logo at the forefront
tap into employee enthusiasm

19. our relationships with media are more
complex than ever

21. know what mode your consumer is in
be creative and engaging
take your content to your customer

22. attention spans are shorter.

24. build relationships
stand for something
maximize your search

25. expectations
a r e h i g h e r.

27. give people flexibility to apply judgement
build a better user experience into everything
surprise people when they least expect it

28. there’s no such thing as perfect.
only perfects.

30. enable customization
create multiple versions of messages
and product
don’t assume consumer always knows
what she wants

31. the MP3 is good enough.

33. fast/easy/portable/accessible
don’t waste money on the wrong
things
experiment constantly

34. bake your marketing into the product

36. think of content as your product, too