are in the midst of a significant shift in the balance of control in the
market-place. The consumer has now taken control and calls the shots.
Increasingly it is the consumer that is the centre of marketing
operations, not the marketer. Consumers are sometimes disenfranchised
from the marketing effort, often cynical and occasionally aggressive.
are more likely to respond to “personalised” offers that not only
speak their language but also address their individual needs or
requirements. Furthermore, those marketers that do communicate on a
one-to-one basis will gain more intimate knowledge of their consumers.
This should ensure an ongoing increase in consumer satisfaction.
consumer in control offers major opportunities for marketers to develop
product and services that are totally in tune with individuals’ needs
and desires. This refers to not just marketing communications but also
the way in which products and services are developed. In order to
achieve this, marketers have to adopt a genuine consumer focus and place
the consumer at the centre of marketing operations, not their product or
service or their media channels. A recent survey by the Charted
Institute of Marketing showed that 43% of companies agreed that
customers were the most important stakeholders. Clearly, the marketing
profession has some way to go before it can call itself
is one of the key consumer issues facing marketers today that is
analysed and discussed in the latest edition of ConsumerLoop from
Through the Loop Consulting. ConsumerLoop is written specifically for
the benefit of senior professionals in the business of marketing and
gives an expert and objective analysis of key consumer issues that
impact directly on the success of marketing operations today.
the Loop is an independent, strategic marketing consultancy integrating
consumer, brand and market-place insight. Our objective is to help
clients make actionable decisions. Through the Loop analyses key
marketing and branding issues that affect companies in today’s chaotic
environment. the value of stories and the blocks upon which they are
further information, please contact: Through the Loop Consulting Ltd.
Tel: 020 8334 6300/Fax: 020 8940 1447