It is human nature to be egocentric, to the point of being
selfish– we all want what we want, when we want it. Thanks to the evolving
technologies and communication mediums that enable quicker and up-to-date
information, today’s consumers are able to leverage this truth and become better
informed about products and services than ever before. These developments not
only drive competition but also create spaces for dialogue, fostering the
empowerment and involvement of consumers in the marketplace. Brands are
becoming more adept at leveraging this consumer insight and consumers are
increasingly embracing their individuality and rewarding companies who cater to
their unique needs.
With new technologies, customization, and research insights,
brands can now target consumers better than ever before and deliver their value
propositions in ways previously unthought-of. Demographic- and geo-targeted
display banner display ads target consumers who fit the narrow target profile
but also makes use of browsing history to sync their products and services with
consumers’ interests. Low-cost, customer-focused mobile telecom carriers have
served as catalysts in the industry to make the experience less restrictive and
enable consumers to pick the phones, plans and services they desire. Similar
moves are being made in the airline industry, with the advent of Ryan Air and
JetBlue and across industries with the rise of information and
experience-sharing websites such as TripAdvisor and CNET.com.
YMA feels that this emerging consumer trend will be a
particularly interesting and impactful one, as it will influence the way
marketing and advertising is approached and executed in the coming years. Be on
the cutting-edge of marketing by attending the YMA “Marketing YOUniverse”
Conference.
Register here at yorkmarketing.ca
Register here at yorkmarketing.ca
