Three Wise Men

A focal article in a recent issue of Marketing Week argued that the era of conspicuous consumption is over.  I can't help but think that such a claim leans towards the sensational but nevertheless, the article did highlight some serious concerns approaching the marketing industry and there were several other articles in the issue that provided an antidote to the increasing pressures the marketing industry faces in respect of the recession.

First and foremost was David Benady’s (contributing editor) thesis that an important consideration for marketers and brands is to engender the loyalty of existing customers rather than focusing on acquiring new ones. This implies even more so for lower cost consumer goods considering that retailers such as Tesco are offering its’ customers cheaper alternatives.

Furthermore, Jon Ingall (managing partner at Archibald Ingall Stretton) assigns a strong emphasis on marketers' need to concentrate on powerful, simple and bold ideas not “Great big attention seeking lumps of more-of-the-same”. Brands that distinguish themselves via a dose of original thinking will certainly gain richer rewards than those who don’t.

And finally, TCA chief executive Adam Leigh argues for the importance of brands to take greater care with the language they use and how they communicate with their customers. Direct, effective and penetrative communication should very much be at the fore of marketers’ considerations.

These three anecdotes are obviously not the only concerns facing those in the marketing profession, yet they certainly provide a shining light for all to follow.