Consumer Terms

Consumers are bombarded by a multitude of marketing and advertising. If advertising pushes too hard consumers may not buy. On the other hand, many consumers are impulse buyers. They may see something and decide they want it now. They also have the option of researching a brand in depth to be a more informed consumer and see what others are saying about the brand. A poor review can quickly seal the fate of a brand.

Marketing has shifted for the 21st century – especially in these trying economic times. It needs to meet consumers on their terms. They are being thriftier in how and when they are spending,

One effective way to meet consumers on their terms is what’s called, “Distributed Content.” Adam Kleinberg stated in his article, [1] “It's simply the packaging of brand content or functionality and delivering it to audiences wherever they naturally spend their time… Today, people are more empowered, so perhaps it's time for websites to come to them.”

Instead of just pushing information out to consumers, there needs to be a connection that draws them in. It needs to be on their terms and schedule and also aligns with what they hear from other consumers.

Kleinberg continues, “The key point about content distribution from a user perspective is choice. To have an interaction on someone's own terms means they have to choose you. And nobody really wants to be "friends" with a brand unless they perceive a benefit from it.” There needs to be relevant value to consumers and their lives.

One part of relevant value can be what Kleinberg calls, “Distributed Consumption.” That is, making consumption easily accessible and distributed out to all potential points of consumption.

Banks are a good example – access to your money. Customers also need access to their money at times and places where there may not be an available branch – enter ATMs. They are strategically placed in anticipation of where people may need money without the overhead expense and investment of a building and property.

Remember earlier we talked about consumer’s choice and distributed content. In today’s mobile society we can deliver information and “Specials” (i.e., enticements, promotions and discounts) when and where they live – their cell phones, PDAs and mobile devices. As they are out and about doing their daily business, they may have an impulse for lunch or something they need. If they can easily access your “Special” it may bring them through the door.



[1] http://www.imediaconnection.com/content/21922.asp , Putting your content where it matters.