2010 - What’s In Fashion

Posted on | January 20, 2010

So here we are into the first few weeks of 2010. It’s no 1980’s conspicuous consumption flashback, but it sure feels a bit better. I honestly don’t know anyone who was sorry to see 2009 go. As we march into the third year of the new economy, it’s an ideal time to pause and reassess our approach to marketing planning. In doing so, I can’t think of a better illustration than social media.

MarketingForecast.com issued the following article: “2010 - The Year Social Media Matures.”

http://www.marketingforecast.com/archives/4066

The premise is that in a state of near permanent beta, marketers rushed to establish social media platforms in 2009. Beta can be good, and there’s plenty to be said for getting things done, but author Kathy Crossett’s point is that we need to think strategically about social media and integrate these efforts into objective-driven marketing strategy and planning.

I couldn’t agree more, with respect to social media, and with regard to every other marketing communications tool in the toolbox. The panic that continued throughout 2009 spurned our collective attention deficit disorder exponentially. Just get it done, fast, and move on. The fear-based mentality of: “If can say I’ve done something, I’ve proven that I am effective,” seemed to float into permanent overdrive. The result can be deadly - brand denigrating slips in design standards, poor website navigation or a “discount” brand essence.

As we examine the new reality of a long, slow recovery and consumers’ now permanent love affair with value, it’s well past time to think before we communicate. It’s time to bring thoughtful, well planned, and above all strategic, communications back into fashion.

- Kevin Smith, Riggs Partners

Category: Uncategorized
New Economy Consumer Trends Localism

A rediscovery of, and intentional support of, all that is available where we live, work and play; an embracing of the diversity and options we hadn't noticed; a return to family (redefined); a focus on "home"

reducism

A distinct and intentional move away from excess, although not counter-cultural; the casting off of that which is superfluous; a focus on purity, essence; making-do, but with high standards for aesthetic design and functionality

Considerism

Supreme homage to value, redefined; every action an investment, whether time or money; the death of impulse / birth of comparative study; choice as a primary concept

D.I.Y.ism

Self-empowerment(!) creating a markedly different sense of control; an attraction to that which is experiential (and valuing the experience); creativity, renewed; the anti-immediate gratification movement

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