We’re entering our last quarter of the year and we should be stepping back, before the final rush for ’07 revenue, to analyze this amazing year and its trends. Marketing, Business and the Web — Web 2.0 flavored of course — have never been more inter-weaved. This is why I called this Marketing 2.0 trends.
Let me give you my list, you’ll be able to hammer me in a few month when reading back all of this:
1. Eco-responsible: we’ve been talking about it for months if not years, but I guess ’07 is the milestone year for eco-responsible attitude in business as much as in our day-to-day life
2. Rise of e-commerce: we’ve discussed the numbers earlier this year here on Marketing 2.0, and there’s no doubt e-commerce is no longer a fantasy but accounts for a significant part of the business either B2B or B2C. You cannot ignore it or consider it secondary.
3. Transparency: consumers demand relationships with brands mirroring the relationships they have in the real world and above all they demand transparency. Whether they’ll get this transparency from the brand directly or relying on user generated content to elaborate it, they’ll get it. If it’s the latter, your brand is in trouble. Remember: you don’t want to get Dell’d.
4. Community consumption: no longer do consumers rely on the press and vendors to choose. They increasingly rely on community advices for guidance. It is your job to influence communities, transparently please, as well as build your own communities.
5. Intangible real value: on top of it, we do buy virtual products and services for real money. Did you notice how many e-economy firms got the highest market caps? This goes generally with a positive buzz vortex on the web. You can no longer ignore your brand e-attributes and pay attention to e-competition.
6. Meconomy: as the Time magazine cover once highlighted in designating the man of the year as “YOU”, consumers are focused on ‘me, myself and I’. Personalization, customization, customer centric are a must to succeed. And they’ll be asking this question: “what makes me happy?”. Yes, happiness has become a valued because increasingly out of sight.
7. Open for global business: there are no boundaries to memory anymore. You act local? We take it global. No one can anymore think its business strategy in isolation. The fast growing emerging economies (China, India, Brazil to name a few) unleashing new buying patterns and new global brands (Lenovo, Mittal, …) are already changing your plans. You’ll be selling there or be sold.
My fellow marketers, what a thrilling world! Feel free to comment and contribute, we’ll be looking at this for the next few months.