Presentation to the Swiss Consulate on how to market in America
Seven Trends and their Ramifications
October 9, 2009

7 7
7
7 Seven Consumer
Trends and their
Ramifications
VII

BRAND

BRAND

it’s about relationships.

listen
ENGAGE
inspire
b u i l d
MOBILIZE

7 7
7
7
VII

consumers want more
participation and even control.

embrace crowdsourcing
give up some control
build in memes

we want to do business
with a person,
not an institution.

learn social media protocol
put a face, not a logo at the forefront
tap into employee enthusiasm

our relationships with media are more
complex than ever

know what mode your consumer is in
be creative and engaging
take your content to your customer

attention spans are shorter.

build relationships
stand for something
maximize your search

expectations
a r e h i g h e r.

give people flexibility to apply judgement
build a better user experience into everything
surprise people when they least expect it

there’s no such thing as perfect.
only perfects.

enable customization
create multiple versions of messages
and product
don’t assume consumer always knows
what she wants

the MP3 is good enough.

fast/easy/portable/accessible
don’t waste money on the wrong
things
experiment constantly

bake your marketing into the product

think of content as your product, too