New Business Trends

Where is the Puck Going?

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Marketing Trends as Presented on AMA Conference, BC Chapter, May 2007

May 12th, 2007 · Add Comment

Marketing Trends – According to Dennis L. Dunlap, CEO of American Marketing Association (as presented on AMA Conference, BC Chapter, May 11, 2007):

1. Empowered Consumer
2. New Media
3. Audience Fragmentation
4. Mass Customization
5. Channel Power
6. More Commoditization
7. Globalization
8. Profitable Growth Quest

OK, but how do you win in the future? Here is Dunlap’s list of five winning strategies (Ivan’s notes and comments in brackets):

1) Start a fire, then carry the torch (focus on revenue and growth, innovate, and lead!)

2) Wear the customers shoes, crate a path for them (gain credibility, enhance value and focus on relationships – how, where, when the customers want it)

3) Measure with precision and prove your mettle (Measurement is number one issue for marketing managers… CEOs need prove that marketing impacts results; marketing managers must develop measurement systems, return on marketing programs…it’s hard but achievable)

4) Run a sprint and a marathon… (Master balancing short term needs and long term priorities; master dual agenda!)

5) Know who you are, create who you want to be (most important strategy according to Dunlap (!)… create winning customer centric organization… build based on your key skills/competencies… make IT your partner…)

Tags: New Business Trends · New Marketing Trends

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