Current Issues in Marketing Strategy

Consumers are demanding higher level connection with their brand and demand to have their voice hear. Marketing in 2008 now requires not only an understanding of the consumers demographics and basic needs, but an open dialog that facilitates a brand responding to consumer feedback. The following two videos are a funny satirical view on the consumer / brand / advertiser relationship.

Note: Watch them in order and look out for some cracking lines.

Part 1 The break up

Part 2 Inspiration, anyone?

Key developments in 2008
"Understand your consumer" has been a catch cry of the teaching fraternity for decades, as I understand it, usually delivered through the medium of a crusty old lecturer with the personality of a crab-apple. I always thought that was an irony, being taught a fairly 'sexy' subject by someone who is clearly and never was of that ilk and I guess that is why many marketers have been slow on the web 2.0 uptake, they are stiff and rigid, scared to leave the safe sanctity that one way advertising affords (tell consumers what to think ideology).

Here's the rub
In the same way people laugh at you when your shirt is tucked into your underwear, people will always be discussing your brand behind your back. Sticking with this metaphor, you know they are pointing and giggling about you, there are two ways you can react;

1. Act like you know everything and you are cool with whatever they think (one way branding)

2. Facilitate communication to find out what all the fuss is about (two way branding)

Josh's Final Point - So here we are, Ike, Mike and Mustard
Now I won't let this final part be like a much predictable movie like Red October (gee I wonder if that seemingly pointless shot of the ships chef will come back later in the film?) and make some extravagant claim that all brands need to be web 2.0 savvy to truly connect with their customers. The truth of the matter is that it's not appropriate for all product segments at all, in many cases it could just be a costly and unproductive waste of resources.

What marketers of 2008 need to be wary of is appropriate use of technology or business structure to facilitate two-way communication with consumers. Less than 10% of complaints are ever lodged, based on this statistic most companies are taking option 1 and think their fecal matter doesn't smell. It may be hard to measure, but there are few marketing strategies that will pay higher dividend (ROI) than investing in highly specific customer communication.


Kelv's Opinion
Luxury hotels are a great example of two-way communication seeking brands. The Hyatt goes out of its' way to facilitate customer feedback and then rectify whatever they can in order to deliver exceptional service and maintain their clients satisfaction.

Open your eyes, ears and most importantly minds and your brand will thank you for it!

Recommended viewing:
Make sure you check out the Get Inspired Website - "It's more fun that a ferret down your trousers" (circa 1995 Samboys TV ad)