Many strategies used in marketing and advertising that were effective in the past, are just not as valid anymore. The consumer’s readiness to accept, process and respond to brand messaging has never been more challenging to marketers. Many traditional business models that worked well in the past, are not the best means for capitalizing on new business opportunity today.
Chris Anderson’s: The Long Tail: Why the Future of Business Is Selling Less of More (Hyperion; US$24.95), is about abundance marketing and becoming a screaming business success in impossible places. Andersen is a business journalist who formerly worked at The Economist and now edits Wired. He argues that we are witnessing the decline of blockbusters. The “emerging digital entertainment economy is going to be radically different from today’s mass market”. The twenty-first century will be about niches.
The faster you can harness the dynamic of existing commerce and the emerging new world order, the faster you can understand the key moments or mindsets or environments when the brand’s message is most relevant to the target consumer - the faster you can get on track with your own business and lifestyle agenda. Speed is the the name of the game.
Find out more about the The Long Tail and check out the Story Images, here.
PEZ
Posted in Blog, Consumer Insight, Innovation
