Role Change in Marketing: Part II
Buying behavior
pattern changes
and increased third
party roles.
by Phil Phillips, PhD
Contributing Editor
phillips@chemarkconsulting.net
Business models must change and adapt as the consumer becomes more comfortable with online research and other social
media communication channels. As sales revenues decline companies will certainly be driven
to change their marketing approach. The gambit
here is to beat the curve of sales decline and use
these revolutionary communication tactics as
part of one’s overall strategy and not just as periphery tactics.
Twitterfied
Twitter is one of the best examples of unanticipated negative communications. Look at the
movie industry for example, where Twitter literally has and will continue to make or break
the introduction of new movies.
The forehand hype and the unparalleled im-
mediate real time results provided by Twitter
and other social media have an impact on a
newly released movie within minutes of its first
showing. Just five years ago the judgment as to
the success or failure of a new film took about
four to seven weeks of box office results.
26 | Coatings World
www.coatingsworld.com
August 2011
