Consumers have four universal needs.
Connection, Uniqueness, Comfort and Variety. These needs vary in importance for each individual and each person’s need can also shift resulting in trading off needs. Example: Connection during holidays might be very important to some….others might need comfort, others crave uniqueness (standing out in the crowd) while others yet might like variety or choices (visiting lots of friends/family).
Marketing has only focused on the middle of the curve area…and not worked with consumer NEEDS. So the consumer navigates through the world without the influence of marketing.
How can they do that?
Consumers have shifted their spending with an awareness using online reviews, social media sites, chats and emails from friends. This puts the reins in their hands, helping them make informed decisions. Meanwhile, marketing budgets have been shrinking making it harder for marketers to create awareness let alone interest in their products. With budget cuts tight, marketers need to lean to digital as opposed to traditional. Smart Marketers will take that jump using digital to enhance the brand experience with current customers and acquire new ones through “word-of-mouth” marketing.
As 72% of consumers say prior experience has driven their brand loyalty, 58% of online adults say they trust online reviews MORE than any other medium except chat/emails from friends. For marketers to do more with less dollars, they will need to STOP focusing on gaining and spend more with current customers. Those customers will be your “word-of-mouth” marketing campaign. 
Also use digital means to enhance how you connect with consumers making your brand responsive and connected to the consumers ever shifting needs.
10 Things you can do:
- use online reviews
- redesign your website with an interactive design or SEO friendly WordPress site allowing comments
- redirecting your marketing budget to SMM
- training your marketers with SMM
- Use YouTube with video’s of one minute or less
- Create a Facebook fan page
- Create a Squidoo “how to” page
- Be an information source for your industry
- Build relationships
- remember, YOUR NOT THE FOCUS – the consumer is
In this Recession people have moved toward comfort and connection. Marketers and businesses MUST be reassuring and comforting to the consumer meeting their unique needs.
PDF 
