For many years marketers were in control and advertised their products and services in order to sell as much as possible of what they produced. However, there has been a seismic shift in recent years and it is now the consumer that calls the shots. This change in the center of control has substantial implications for marketing as
traditional marketing practices have been established around the marketer in the controlling role.
At the same time we have been witnessing an increase in the disenfranchised consumer in developed markets. This shows that marketers now have to take into account a consumer who is knowledgeable about marketing and, in many cases, cynical. They may de-construct marketing messages or, in more extreme cases, set up pressure groups to air their views on specific marketers or marketing practices.
The move away from mass marketing towards one-to-one and niche marketing also plays a key role. Consumers will increasingly expect marketers to deliver what they are looking for, not a product or service that is simply designed to appeal to as many potential buyers as possible. They are looking to direct a dialogue with a marketer, not receive a monologue.
The consumer in control is one of the most important Forces of Change impacting on marketing today as it is changing so many of the practices and processes that are
established. Through the Loop has been analyzing some of the implications of this as part of its Knowledge Development Program.
Why is there a need for more marketing control?
This need for having greater control results from a number of factors. The overriding factor is the rise in uncertainty in life. This has occurred for a number of
reasons, some of which are closer to individual consumers and some of which are more micro but make a clear impression.
Major world events can impact on consumer uncertainty and lead to buying decisions being postponed or cancelled. It is too early to be sure of the long-term impact of 11 September However, research has shown that short-term uncertainty may not necessarily dampen longer-term underlying optimism.
Closer to home there is frequently less stability in consumers' lives. Changing working practices have meant that there is a job no longer guaranteed for life. Work
may not provide the security required for consumers and their families. Furthermore, they may find that their journeys to and from the workplace are taking longer due to traffic congestion. Some have been looking to downshift, opting out of the normal working environment for a different type of life. Others will look to change how they work within "traditional" employment. Employers and employees have to work together to find ways to bring a level of personnel control back into the workplace.
Time pressure is increasing. A reduction in working hours was supposed to lead to greater leisure time. Have working hours actually been reduced? In addition, there are an increasing number of activities that make demands on precious leisure time. Consequently, there appears to be less time to relax and take things easy. This adds to the level of stress experienced and a perceived loss of control.
Changing social patterns includes the fact that more women are working and in increasingly senior roles. This leads to a shift in how household roles and childcare are
allocated between parents. This means that there is an opportunity to help consumers maintain control over their home lives.
On a more micro level, the personal information that is being collected from consumers whenever they use a credit card, visit a Web site or telephone a call center leads to a degree of uncertainty about how that information will be used by the company. Consumers will look for confirmation about what is collected, how it is stored and how it is likely to be used. They want to retain control of their own personal data.
