The document discusses how traditional marketing is no longer effective due to changes in consumer behavior and the rise of the internet. Consumers now have abundant choices and conduct most of their research online before making purchases. To be successful, modern marketing must focus on engaging consumers through relevant digital content and building relationships rather than direct sales. Key aspects of an effective 2011 marketing strategy include social media engagement, content marketing, search engine optimization, and interactive campaigns.

1. Marketing in a consumer-driven digital age Rachel Auty Consultant @ the fourfront

2. Traditional marketing

3. When there was a scarcity of choice for consumers, broadcast marketing worked

4. Today every traditional marketing channel is in decline, both in use and effectiveness

5. Over 70% of direct mail goes in the bin, unopened

6. Only 14% of people say they trust adverts

7. Less than 1 in 20 traditional TV campaigns break even

8. Telemarketing is lucky to achieve a 1.5% response rate

9. Email marketing now achieves around a 10% open rate

10. What’s changed ? The rise of the web has changed marketing forever

11. “ When I became President in 1993, there were only fifty sites on the worldwide web. When I left office (2001), the number was three hundred and fifty million and rising” – Bill Clinton

13. Consumers are now in control as they can simply use the web to source providers and seek referrals online In fact 90% of purchases are now researched online

14. Technology has also made it easier than ever for businesses to set-up, expand, and to reach and service new customers. So, instead of there being a scarcity of choice, the opposite is now true.

15. So why do many businesses still base their marketing on an assumption of scarcity of choice? Today the reality is ‘abundance’.

16. Traditional marketing and sales no longer work. Technology and the internet have put the consumer in control. They have an abundance of choice all around them. They are screening out our broadcast messages.

18. Here’s how it looks

21. What marketing has caught your eye lately?

22. One of my current favourites Read my blog ‘ Why Graze is Grate’

23. Some more examples

29. Thought for today… How can you get your target audience to engage with you/ your brand, even if they don't transact with your business (yet!)