Once upon a time, we did not have the tools needed to predict loyalty metrics, though we do now. Thankfully, we can now measure the direction and velocity of consumer values 12 to 18 months in advance of the marketplace and consumer articulations of category needs and expectations.
Here is a list of five trends for marketers for 2010 that will have direct consequences to the success – or failure – of the new year’s branding and marketing efforts.
1.) Forget content being king. Value is “where it’s at.”
Even on sale items, consumer spending will continue to be replaced by a reason-to-buy at all. Brands without authentic meaning will suffer.
2.) “Because I Said So” is no longer good enough.
Brand values can be established as a brand identity, but they must believably exist in the mind of the consumer. A brand can’t just say it stands for something and make it so.
3.) Old tricks don’t work/won’t work anymore
Consumers are smarter than you think they are – they’re on to brands trying to play their emotions for profit and they don’t appreciate it. The same is true for insincere celebrity pairings.
4.) They won’t need to know you to love you
As the buying space becomes even more online-driven and international, front-end awareness will become less important. A brand with the right street cred can go viral in days, with awareness following, not leading, the conversation.
5.) Engagement is not a fad – It’s the way today’s consumers do business
Brand engagement is new goal for marketers, regardless of how they choose to spread their message.