Tested Parent Approved and anticipate what the following year will bring. As the seasons change, so does the way we shop for new products, market our businesses and spend time online, so I wanted to take a few minutes to keep your eyes focused on the holiday marketing trends that will shape your business this holiday season.
For every legitimate and corporately run group like Jeep's annual Jeep Jamboree adventure event and meet-up, you have groups like IKEA Hackers. Formed in May 2006 on a blog, this website is now full of passionate IKEA customers who build their own, unique, projects by modifying and repurposing IKEA products.
A shopper will saunter over to the kitchen appliances section, whip out their smartphone, scan the UPC symbol on a food processor, and walk out. What just happened? Their phone just looked up that processor and told the shopper where they can get it within a three-minute walk. Welcome to the terrifying new world of retail and declining brand loyalty.
With the hiring of Marissa Mayer, Yahoo Inc. indicated conspicuously, and intentionally, that it was back in the business of meaning business. But don't call it a comeback -- Yahoo's been here for years. If it really wants to tower over the competition once again, it'll have to come up with something unique to set itself apart. And in this day and age, that something is purpose.
As most start ups can tell you, introducing a new business to the market place requires factoring in many components. The most vital of which is credibility. A new business needs to figure out how to convince its target audience that they are a worthy supplier. The dilemma is that it's hard to prove how great you are when you haven't gotten the chance to do so.