Nuts & Bolts - 5 Minute Interview: Ira Kalish: Future Consumers to be Tough Sells
TM: Despite having less money to spend, Deloitte Research foresees consumers will choose longer- lasting products and those that sustain resources. If this prediction comes true, how should direct marketers adapt their B-to-B and B-to-C campaigns/programs?
IK: Campaigns should emphasize quality, not just price. There is evidence that consumers shop on the basis of price when they believe there are no quality differences between products. Thus, the ability to convince consumers/businesses of quality differences offers the opportunity to gain pricing power and to gain market share. Quality includes the notion that a product is durable and green.
TM: The report says companies need to be where their consumers are to ensure they have positive brand experiences. Does this include every channel, and even third-party sites? How far up the funnel should direct marketers go in order to be present at every touchpoint?
IK: Direct marketers need to be branded sellers, regardless of channel. As for the report, what we really had in mind was that growth will take place in emerging markets [such as China]. That is where companies need to be because that is where consumer spending growth will take place.