The buying and selling machine has been around as long as time (Esau's sale ofhis birthright to Jacobfor a bowl of soup, anyone?). There is truly nothing new under the sun. Although the basic premise remains static, the methods are constantly changing.
In the twentieth century, there were psychological aspects that were heavily utilized and analyzed to sell. Marketers tried to base sales on associations and subliminal messages. The lifestyle was sold along with the product.
Times have changed. Some highlights of the twenty-first century marketing would include:
New realms of contact for consumers. Facebook, Twitter, blogs, YouTube, etc. make it oh-so-easy for consumers to review products before they purchase anything. Again, nothing new under the sun; if you are going to but it, someone else already has and chances are very good that they have given their opinion about the product via one social platform or another.
New messages of advertising. More and more marketers are entering these various social mediums directly in an attempt to inflence consumer behavior and spending rather than wait for someone else to do it for them (since the review or opinion may or may not be so favorable to them and their product). Instead of selling a lifestyle or image, companies are being forced back to the basics of selling their product as they explain why the consumer "needs" said product.
New focus on ethics. As more consumers become aware of the purchasing power they wield, they realize their money has the power to send a message as they buy a product. Companies are responding by focusing on maintaining sound ethics and increasing their philanthropic endeavors. In a minute-to-minute instant communication age, there are no secrets. Wise is the company that recognizes this and remains on the 'up-and-up' in their business practices. It will come back to bite those who chose to be indifferent to the demands consumers are making for transparency and above-board behavior.
It is a good thing that influencing consumers remains a challege. It is a good thing when consumers are demanding both superior products and superior service.Good consumers make good producers and vice versa.
