Things difficult to measure, especially to predict the future. Fortunately, loyalty and the participation of these two considerations indexes that lets marketers with insight into the consumers mind thoughts, more importantly, to predict the real business world, consumers will take and how action, whether in the product selection or treat brand attitude. If these indicators are useful to marketers, marketers can be seen as the crystal ball to predict the future of a loyalty and participation version — or a brand marketing early warning system.
If these indicators are configured properly, it will usually be in the major market changes occur prior to 12 or 18 months, and in the focus group surveys or traditional market research carried out before, you can measure out the future direction of consumer values, speed, and strength.
The following is a 2009 brand marketing activities have a direct impact on the success or failure of nine main trends:
1. the price is of the utmost importance.
Due to financial pressure and lack of confidence in the economy, consumers in the overhead will continue to be very conservative. But no matter how many consumer income, regardless of their discretionary income, they still want to be considered "smart shopper". In 2009, this appellation it and financial sense, self image, rather more economic sense of necessity. Current economic indicators, in particular, consumers before the financial and retail organizations trust reduces the degree of increase and doubt, and make it worse. Economy sharply will enable brands to provide meaningful differentiation or can cause resonance of values, of course, with a lower, more low and lowest price brand.
2. a differentiated, significance and value added even more important.
Marketers will need to ensure that their brand really value the expression with the minds of consumers of certain things. Brand recognition as a meaningful market forces have long been obsolete. Now, the differentiation on success — that is, the sales and profitability. Rely mainly on "word of mouth" marketing operation will soon find that they are in the middle of its consumer groups to create a sustainable concept, namely only the price (or price) in order to have their products differentiate from the competition. If you consistently do this and do a good enough, then your products and services will no longer be a "brand" but will be regarded as a "product category locators," that's it.
3. consumer involvement is not a fashion, but a brand objectives.
Facts have proved that real consumer participation and positive consumer behavior is associated. Consumer participation should be able to adopt consumer response to determine: what it is for any marketing or media plan objectives, these marketing activities substantially improves a brand brand assets (a brand is considered to meet or even exceed consumer expectations on their products). Marketers will realize that if they continue to use outdated model of consumer attitudes to measure participation, so to get a true brand participation is almost impossible. Marketers will begin to accept the fact that there are four types of participation, including: platform (TV, Internet); scene (programs, Web pages); messages (advertising or communication/communication), as well as experience (store/activities). However, there is only one of their goals: brand participation.
4. media planning will be more innovative and bi-sexual, and pay more attention to consumer touch points.
Media planners will media contacts classified as "online contacts," "offline contacts" and "the new contact point", but the plan is based on the number of key considerations: which contact point will best enhance brand value? brand + media equation where can lead to genuine consumer participation?
Only in the media programme is completely logical, credible, humanity and reality, will produce results. Media planning innovation and technological innovation will become exactly the same, identical.
For consumers, mobile devices is becoming increasingly important contact point; and in 2009, mobile devices will become from desktop to laptop to laptop changes starting point. Phone location-aware software to mobile media inspire, hopefully make promotional gift vouchers, together with the IP multimedia system, and to measure marketing ROI and seek a larger scale. Marketing budget is transferred to the network is not new, but social networking in participation will become more inputs to help marketers more effective delivery of the message and thus determine its efforts to return.
5. your brand enough "green"?
Only with environmental consciousness and not the marketers in a select 2009, brands must find to meaningfully support its future position of the sustainable development of their products.
However, as more and more enterprises to its products and services while striving to join the environmental movement, skeptical consumers will also be more and more. Most consumers have heard of these before, and start requiring enterprises to provide relevant evidence and confirmed its authenticity. And will more than ever necessary for its authenticity, as well as consumers that the brand can truly achieve a measure of the extent of green. This type of measure will provide insight and strategic direction: it helps brand differentiation, the creation of added value, improve consumer participation and, ultimately, the bottom line — profitability.
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