Making a connection calls for change...

“The amount of change in marketing over the past 3–5 years
probably equals the amount of change over the past 30 years.” 
Robert Liodice, CEO, Association of National Advertisers

You don't believe it? Consider this truth. Three years ago Facebook didn't exist. Today it's the 5th largest "country" in the world. Here's some post highlights from “Marketing Technopologist” Dave Knox about today's reality.

What people want has changed dramatically over the past several years.  While functional benefits still play an extremely important role, people want more.  They want the brand to have a purpose and in many cases, they want to have an emotional connection with the brand.  These changes in attitude are being driven by a new generation:

• 40% more likely to “pay more for products consistent with an image I like"
• 59% of trend setter youth prefer to buy a $4 Organic Vegetable than a $2 Non-Organic Vegetable”
• 62% of 14 to 34 year-olds claim to have taken steps to “living a more environmentally conscious lifestyle”, including 14% who have bought environmentally conscious brands.
• twice as likely to claim to be “influenced by what’s hot and what’s not.”

Digital is transforming how people interact with brands and with each other.

Nearly half of US online adults are social media users, but 71% of online tweens and teens

• connect to a social network at least once a week.
• There are more Paypal accounts than Visa card holders.
• Americans sent 75 billion text messages in June 2008, a 160% increase from June 07.
• 70 million of the 90 million homes in the United States that are online have broadband connection speed and 37 percent of US Homes have Wireless or Wi-Fi.
• 9 out of 10 teens considers themselves to be “video gamers” and more than half play video games at least 3 times per week.
• 29% of teens would rather shop online than in a store.
• Consumers aged 18 - 26 are spending more time using the Internet (12.2 hours per week) than watching TV (10.6 hours per week) according to Forrester.

Read the full article.

What does this mean for you as you lead your staff, your business or your church? You have three choices:

1. Ignore the current reality and stick with what you're comfortable with.
2. Imitate new techniques that discredit you as a fraud.
3. Take the time to learn about what's gaining credibility with people today and why.

Comments

[Dave Knox]

Just wanted to drop a quick thank you for the plug! Much appreciated.