This Week's Herman Trend Alert Purpose Emerging as Important Driver of Engagement

The Herman Trend Alert December 28, 2011 Marketers Paying for Access to Consumers In the early 1990s, marketing futurist Donald Libey forecast that marketers would be paying prospects and customers for the privilege of sending them advertising messages. The future is here today. We have certainly already seen this type of promotion in numerous forms, including discounts and coupons for signing up for regular promotional emails, special promotional discount codes, and exclusive access to mail-in rebates. Marketers are indeed paying for access. Moreover, with the new QR (Quick Response) Codes mobile tag reader technology, retailers can attract prospective buyers into their stores in real time. We also know that consumers are spending a significant number of hours per week online and on a variety of mobile devices for shopping and entertainment. Most recently, we learned what is likely to be next. KPMG’s brand new 5th Annual Consumers & Convergence study revealed many consumers would even permit online tracking by retailers and service providers, if they receive discounts. In fact, 52 percent said they would be willing to let advertisers track usage patterns and personal information---if they received lower product costs or free online content. In addition, 43 percent would be willing to receive advertising in exchange for lower fees or service. Not surprisingly, tech savvy consumers aged 16 to 34 were more inclined to allow both tracking and advertising, than those above age 34. Examining mobile phone usage, only 28 percent said they would be willing to receive such advertising for a lower fee. Again, younger adults were more likely to consider this exchange (35 percent), compared to 21 percent for older adults. Almost half of the polled consumers also said they were strongly influenced by manufacturer or store customer feedback and ratings online (46 percent). Look for retailers and other service suppliers to get very creative in how they will add value and pay consumers for access and good reviews, beyond discounts and coupons. As services like airlines and hotels look for new revenue streams, expect to see more and more affiliate marketing of other products and services. Some marketers will give attractive rewards that are traded from travel and other leisure suppliers. © Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." WHO SENDS OUT YOUR NEWSLETTERS? We are convinced there is no better choice than ours! We have happily used DataBack Systems to deliver The Herman Trend Alert for over 10 years and. Visit their website (http://www.databack.com) or call Byron directly at 503.941.0427. You'll be glad you did. IS YOUR EMPLOYER AN EMPLOYER OF CHOICE®? Our effective, onsite seminars, workshops, and consulting can help you get there. We offer 1-, 2-, 3-hour, and full-day programs to help you communicate what it takes to become an Employer of Choice® and inspire your folks to get it done. In the future, being an Employer of Choice® will not be optional. Call Carol at 336-210-3547 to arrange a no-obligation conference call. Or order the electronic version of the Employer of Choice book on your desktop for only $17.80 @ http://hermangroup.com/store/books_all.html#2. STRUGGLING TO FIND THE PEOPLE YOU NEED? VETJOBS CAN HELP! Recently, hundreds of thousands of jobs remain unfilled due to a lack of capable people. If you are looking for qualified candidates, you need to hire a veteran using VFW-sponsored VetJobs, the largest military employment site on the Internet. Thousands of returning veterans are looking for good jobs now. Mention this ad in The Herman Trend Alert and receive a 10% discount on job postings. Call Ted Daywalt at 877-838-5627 or inquire at info@VetJobs.com. Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers. New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is received by over 30,000 subscribers in 78 countries, in addition to other websites and printed magazines. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Trend Alert service. Click here to sign up for the Herman Trend Alert. Subscribe or Unsubscribe to weekly Herman Trend Alert View this week's Herman Trend Alert Archived Weekly Herman Trend Alerts

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