Marketing Advisor Blog

Do you listen to your ‘super-consumers’?

Earlier this week Eddie Yoon, a Principal with The Cambridge Group, posted an interesting article on the Harvard Business blog.

Yoon wrote that “in any product category, roughly 10% of the consumers account for more than 50% of the profits”.

His company calls them the ‘super-consumers’. The consumers that clearly know what they need and want, buy a lot of what they need and don’t mind paying more to get it.

Furthermore these ‘super-consumers’ are “passionate and engaged, sometimes even a little obsessive” as Yoon describes them. We guess you also have ‘super-consumers’ and are very glad to have them. We also guess (or at least hope) that you do everything you can to serve these ‘super-consumers’ who might be your best brand advocates. Or do we hope in vain?

Internet: the third most important source for selecting financial products and services in Belgium

As many as 4.2 million Belgian web surfers between 15 and 65 years indicate that they are (co-)responsible for the selection and purchase of financial products and services.

They increasingly use the internet to do this and for choosing another financial institution than the one they are actually working with.

Four in five Belgian decision makers regarding the choice of a financial product or service say that they visit financial websites and one in three states that the information they found online has enabled them to determine which financial products to purchase.

Is your company ready for the pull customer?

We don’t have to explain you that the marketing and communication reality has changed dramatically since the arrival of new digital media. Whether we call it Web 2.0 or any other buzzword, we tend to summarize these changes as the end of mass communication as we knew it, an explosion of new communication channels, the fragmentation of media, the participation of the customer in the marketing and communication process and so on.

One of these changes, that is going on since many years now, is the fact that communication and marketing have become a ‘pull’ instead of a ‘push’ process (and it’s becoming so more and more). Instead of pushing marketing messages and information, as is the case in traditional mass communication, the customer wants to ‘pull’ information. He decides when, how and where he gets the information he needs.

We don’t have to explain you that the marketing and communication reality has changed dramatically since the arrival of new digital media. Whether we call it Web 2.0 or any other buzzword, we tend to summarize these changes as the end of mass communication as we knew it, an explosion of new communication channels, the fragmentation of media, the participation of the customer in the marketing and communication process and so on.

One of these changes, that is going on since many years now, is the fact that communication and marketing have become a ‘pull’ instead of a ‘push’ process (and it’s becoming so more and more). Instead of pushing marketing messages and information, as is the case in traditional mass communication, the customer wants to ‘pull’ information. He decides when, how and where he gets the information he needs.

We don’t have to explain you that the marketing and communication reality has changed dramatically since the arrival of new digital media. Whether we call it Web 2.0 or any other buzzword, we tend to summarize these changes as the end of mass communication as we knew it, an explosion of new communication channels, the fragmentation of media, the participation of the customer in the marketing and communication process and so on.

One of these changes, that is going on since many years now, is the fact that communication and marketing have become a ‘pull’ instead of a ‘push’ process (and it’s becoming so more and more). Instead of pushing marketing messages and information, as is the case in traditional mass communication, the customer wants to ‘pull’ information. He decides when, how and where he gets the information he needs.