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Last week, my blog on "Beyond Consumerism" mentioned the shift in values from consumerism to relationships and connections and gave business leaders tips in how to make that happen.
A telling example of this phenomenon came over the weekend in the LA Times. Target had taken out a full page ad asking people to email them with their ideas on, "How to do more with less."
Target is literally spending thousands of advertising dollars ASKING people what they want – not TELLING them what they need.
Advertisers have traditionally been called the Want Makers; advertising is the art of making us feel we need some product. Advertising is about telling and selling. Advertising has never been about asking us. But we are living in a world where the old rules do not necessarily work anymore.
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More on the importance of two-way messaging
McKinsey Quarterly just published a report on "The Consumer Decision Journey" acknowledging the rise of two-way communications and a more complex marketing world.
Here's an excerpt:
"Our research showed that the proliferation of media and products requires marketers to find new ways to get their brands included in the initial-consideration set that consumers develop as they begin their decision journey. We also found that because of the shift away from one-way communication—from marketers to consumers—toward a two-way conversation, marketers need a more systematic way to satisfy customer demands and manage word-of-mouth. In addition, the research identified two different types of customer loyalty, challenging companies to reinvigorate their loyalty programs and the way they manage the customer experience."
The link to read more:
http://www.mckinseyquarterly.com/The_consumer_decision_journey_2373#
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