2009 brought a seemingly unending array of new and noteworthy Internet marketing advances. Noteworthy, for sure, are the tools that make Internet marketing affordable and accessible to anyone who cares to expend the effort to learn.
Yet I think the big 2009 marketing story is this: Consumer Control. Consumers, in growing legions, are finding a “voice” in Internet forums, review and ratings sites, social networks and the like — and they are using these channels to express their opinions and preferences.
Why Does This Matter to You?
People are listening. Research is now consistently showing that people increasingly turn to and rely on online opinions and ratings to inform their decisions for person AND business use.
Classic marketing approaches geared toward shaping awareness, interest and reputation are increasingly less effective.
Conversely, understanding how to go with the flow of Consumer Control can represent tremendous opportunity.
Moreover, this is no longer just about deciding which consumer electronic gadgets to buy. These “citizen journalists” are shaping the fate of healthcare providers, charitable donations, business and personal reputations, organizational vitality, elections, restaurants, telecommunication providers, high tech sales and much, much more.
Why has Consumer Control reached a Tipping Point in 2009? A confluence of several factors:
- Unprecedented Publishing Access
- Ease of Use
- Social Networking Growth
- Abundant Multi-media Opportunities
- Erosion of Trust (in traditional channels)
Depending on your perspective, this can be a good thing… or not. Certainly, it should NOT represent business-as-usual. Success now relies on embracing this major shift, developing a new marketing philosophy and adopting Internet marketing strategies, plans and tactics that enable you to succeed in this era of Consumer Control.
