It’s a little bumpy right now. As a matter of fact, it can be argued that never in the history of the jewelry industry was there a more tumultuous time. Mergers, acquisitions and closings are nothing new, but the unparalleled uncertainty as to which roads will lead to the winning business models of the future is. One thing for sure is that jewelry consumer attitudes and behaviors are changing and savvy brandzillas know it. 
Welcome to the dawn of a new journey in marketing and “Anywhere Consumers”. Anywhere Consumers are a group of consumers coined by the global research firm, The Yankee Group, as “individuals unfettered by time and place, which connect to content, social and commercial interactions, from anywhere”. Let me make this clear. More of your customers are going to be heading down this group’s trail every day.
Don’t believe me? Then consider this fact: Yankee Group studies show that by the end of 2007 world revenue from mobile telephony will double the revenue derived by fixed line telephony. Heck, mass cell phone usage by consumers is barely 10 years old! It shouldn’t be a wonder why TV, radio, flyers and magazine and newspaper ads don’t seem to work as well as they did in 1997! The information highway for consumers has moved and you need to provide them an off ramp to your brand.
So, how do you market your brand to this mobile Anywhere Consumer? After talking with many different (what we consider to be) power brandzillas, there seems to be 4 distinct rules when developing tactics and strategies for this group:
1) Make sure that marketing is permission based. Think Google, Craig’s List and word of mouth. Consumers are bombarded with ad messages all day long. Permission based marketing allows Anywhere Consumers to get the information they want when they want it as it facilitates their desire for an advertising filter to their minds.
2) Provide for Portability. Anywhere Consumers connect from anywhere. Websites, email and mobile marketing will play a bigger and more important role.
3) Measure everything. If you can’t measure the success of your marketing strategies, don’t do it. The cost of marketing will keep climbing so you need to make sure that investments are paying off.
4) Strive for Viral. An effective marketing message can be like a virus and keep circulating to other consumers without any or very little additional spend. Again, websites, email and mobile marketing are perfect hosts for marketing viruses to grow.
It seems to be that everyone agrees that there will be more twists and turns in the road ahead for the industry. Make sure though that you follow this new mobile Anywhere Consumer. If you’re just paying attention to the guy in front of you, your company might just make the wrong turn and end up in the brand graveyard.
That cemetery has too many of our friends there already.
Comments