Meet the New Boss: Consumers

In recent years marketing has undergone seismic transformation, and continued, rapid change is a certainty. Consumers have taken the proverbial high ground – corporations, media companies, ad agencies, and marketers are no longer in charge of the way individuals consume information.

Digital Junkies

Consumers have become digital junkies who voraciously consume information. But constantly being inundated with brand impressions has caused them to systematically tune out everything that isn’t germane to them – they no longer tolerate contrived messaging – brands must be highly relevant.

Attention as a Currency

Consumer’s attention is extremely valuable and they’ll give up a considerable about of privacy for information that pertains to things they’re passionate about and has been personalized to their interests. They crave engagement from the brands they want to hear from when the information is about them.

Return on Engagement

Brands need to understand the line between B2B and B2C has faded away. They are not marketing to organizations per se, and must engage people in dialogues that lead to meaningful relationships. While companies may be the customers, people make the buying decisions.