10 modern marketing facts
"James Cherkoff writes about 10 modern marketing facts:
1. The consumer is in control.
'We need to embrace the urgent implications of consumer control.' Jim Stengel, Global Marketing Officer, Procter & Gamble
2. The consumer is sceptical and increasingly resistant to advertising.
“In the US 69 per cent of consumers are interested in products and services that allow them to block, skip or opt out of advertising and marketing messages.” Yanklevich Partners
3. Media fragmentation is pervasive.
'The average British internet user now spends 164 minutes online each day for personal use, compared to 148 minutes spent watching TV'. March 2006
4. Mass markets are being replaced by niche markets.
“McDonalds global head of marketing, Larry Light, has declared that mass marketing no longer works. Furthermore, Light goes onto declare, 'the end of brand positioning as we know it”. Advertising Age, June 16th, 2004
5. Corporate executives are under greater levels of scrutiny.
“As ever, the debate in t"