Tuesday, October 24, 2006
Love is All Around Me, and so the Feeling Grows....
In a future broadband era information will be everywhere. What we have currently will be available faster, in more quantity, with a greater filtering ability and be completely location free.
Are you ready for that? Am I? Is anyone? Is the Brand Manager? Is the Marketing Manager?
The consequences of this are remarkable.
Greater Efficiency. Even more real-time. But information is a double-edged sword - brands will need to hyperdifferentiate just to maintain their competitive advantage. The very concept of building a brand may change in itself. In this environment those brands that excel will be rewarded since when faced with overwhelming choice the establishment can act as an anchor. However those brands that underperform will be swept aside faster than today. Add globalisation to that and you have a world where most humans will be asking for the brake. The retreat into past forms will be part of preserving the self.
This in itself will make for a greater necessity in marketing research. Great! However the tools available will now be greatly expanded. I read the other day that the future internet could be fuelled by transmitters in cars - they are everyone so can act as Wi-Fi Hotspots! Well perhaps some research participants will be like these cars as well. With wireless connectivity their very existence is fuelling the brands and marketing of tomorrow through constant connection with remote servers. And yes, that would be opt-in.
So with this era approaching all we can do is retreat to the past. Bless Reg Presley and Love (information) is All Around Me...
Are you ready for that? Am I? Is anyone? Is the Brand Manager? Is the Marketing Manager?
The consequences of this are remarkable.
Greater Efficiency. Even more real-time. But information is a double-edged sword - brands will need to hyperdifferentiate just to maintain their competitive advantage. The very concept of building a brand may change in itself. In this environment those brands that excel will be rewarded since when faced with overwhelming choice the establishment can act as an anchor. However those brands that underperform will be swept aside faster than today. Add globalisation to that and you have a world where most humans will be asking for the brake. The retreat into past forms will be part of preserving the self.
This in itself will make for a greater necessity in marketing research. Great! However the tools available will now be greatly expanded. I read the other day that the future internet could be fuelled by transmitters in cars - they are everyone so can act as Wi-Fi Hotspots! Well perhaps some research participants will be like these cars as well. With wireless connectivity their very existence is fuelling the brands and marketing of tomorrow through constant connection with remote servers. And yes, that would be opt-in.
So with this era approaching all we can do is retreat to the past. Bless Reg Presley and Love (information) is All Around Me...
