Welcome to 2011 Marketing Today microsite where you can find out everything you need to know about New Zealand’s biggest marketing conference. Click on any of the menu items above to find out more … and get some dialogue going by telling us what you think or what you’d like to know on the speakers’ pages.
What is the Liquid Consumer?
We wouldn’t want to spoil the conference, but here’s our take on it:
There’s an increasing amount of disruptive and transformational marketing technology coming to market. And as an industry we are driving the shift from ‘media planning’ to designing ‘user experiences’.
As a result of this emerging media environment consumers are being presented with increasing opportunities to fragment their attention across multiple multi-touch, mobile and fixed devices that facilitate a plethora of converged media experiences as they work, live and play.
The emerging consumer will continue to harness new technologies and we’re not that far away from them consuming all content on their terms, because they will be able to control when, where and how they consume content. The tools that are emerging will ensure they get all of what they want and none of what they don’t, and they are fast becoming savvy enough to work around every barrier put in their path to ensure this is the case. This is who we call the Liquid Consumer.
The challenge we as marketers face is that this new and rapidly evolving consumer behavior, that we are having a hand in creating, undercuts models that have been relied upon for quite some time.
There is a major need to adapt. Right now. The only way to prevent potentially serious issues is to get ahead of them, and the 2011 Marketing Today conference will inspire and equip you to do just that!
What’s Your Take?
What consideration do you think should be given to multi-touch/mobile/serial/converged media environments on new devices that facilitate work, live, play options?
What are you planning to do to harness the Liquid Consumer and influence their purchasing/brand preference behaviour in different ways?
What are the constants, the things that matter that will never change?
This is going to be HUGE!
Every day we see more evidence that marketers (with some obvious exceptions) are confused about the explosion of media options they’re now facing… consumers on the other hand, seem to be taking it all in their stride! Be there to participate in what is likely to be a lively, and highly informed, debate.