No, it is personal.
Everything is — or will be — personal. And, business marketers had better be tuned in to that fact.
When it comes to communicating with customers, prospects and decision-makers, personalization and customization is the new mantra. The automakers have known that for several years. Look at the specialty vehicles like the Trailblazer. Or, the Prowler. Or the SSR.
Adweek posted a great article about the media power much of the American public has — and will continue to desire. It’s about consumers making decisions and marketers responding to them.
This year proved to be a tipping point of sorts, as convenience has morphed into full-blown “on-demand” entitlement. It’s nothing short of a technological revolution that has enabled ordinary Americans to seize ever greater control of how, when and where they consume and create media content.
It’s all about our growing use of, and even dependence on the digital universe. With the growing penetration of broadband and wireless devices, we are pulling the media; not having it pushed on to us.
As those increasingly empowered consumers experiment in finding their way on the Internet, marketers must learn to accept that they will be along for the ride only if they’re invited. The days of relying on the push of a 30-second TV spot are numbered.
As the technology allows greater and more instant communications of consumers’ wants and needs, marketers had better be listening — and be able to respond just as quickly.
Mike
