Marketers must be aware of the very dynamic consumer environment. Two trends are now being taken into account in new communications.
First, the recession – it’s tough out there. Value messaging, always important, is taking center stage, particularly for commodity products.
Then, the sense that consumers are tired of being pushed and prodded is driving “reverse marketology” as Newsweek defines it. It’s the idea that reliable information makes the advertiser credible, and credibility, along with a large dollop of comfort, rings the cash register.
In either case, the core concept is driven by the affinity consumers feel for a brand when they feel messages are timely and speak personally to their needs. And as our crazy world changes, needs change with it.
Good to remember.