Who Do You Want To Be in 2010?
Tuesday, January 19th, 2010In 2009 we saw marketers everywhere seeking out one-to-one connections with their customers. The world of “mass” seemed a far-off reach in a world pressed for ROI, leads and conversion. But what was most interesting to watch in 2009 was the up-rise of technology and new channels, once only used by a small portion of the market, gaining scale and turning consumers from passive brand observers to active participants responsible for shaping brands and extending the marketing dollar. A “new mass” market approach unfolded in a big way that forced even the most traditional brands to take note and take the plunge. Once upon a time, a satisfied or unsatisfied customer would tell their close circle of family and friends if they loved or hated a brand. Now that same customer can tell the whole world in seconds–it’s mass marketing turbocharged. Pretty exciting stuff.
Interruption-based mass marketing that simply shouts messages one way to customers is not only one of the most ineffective strategies for today’s landscape, it’s also a red flag when it comes to building your brand’s image, reputation and value. To us, the smartest brands are now listening to the conversations their customers are having, watching where they are taking place and engaging with them on an individual level to add value in real time. Even better, an increasing number of marketers are not only deploying programs specifically created for the social platforms, they’re strategically harnessing insights from the data and using them to help plan and develop stronger brand positioning and marketing programs in the future.
From a marketer’s standpoint (especially those that fall into the challenger brand status), last year was about how to make your business run harder and faster in a bid to stay competitive in a downturn. In 2010, we at Sigma believe it’s going to be about proving value through both your consumer conversation quotient and the product experience. Brand value will be influenced more and more by the consumer, making it more important than ever for brands to deploy programs that are authentic and conversation-worthy. For challenger brands, this is going to aid in brand differentiation and consumer engagement. Differentiation needs to be bigger than just a brand name. True differentiation will come from consumer engagement strategies and a brand’s willingness to involve customers. Visibility and opportunity await the brand that is best at engaging their customer as well as making the product experience richer and better than the rest.
Last year, we worked with clients in footwear, burn care, technology and professional services, helping them embrace new marketing approaches fueled by the changing landscape. Fostering brand advocates and evangelists is not just for brands in the consumer space. It’s everywhere, and it applies to both consumer and B2B brands alike. As the new year kicks off and while writing your marketing game plan, ask yourself: Are you equipped in 2010 for true differentiation?
Last week, marketers from all around the tri-state area converged in New Jersey at our Fuel for Thought conference to learn, share experiences and develop ideas to get a handle on social media marketing. There’s a lot we covered/learned from each session and we’ll be sharing key highlights and materials here on our blog.


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