mu-tant
- adjective
1. undergoing or resulting from mutation.
- noun
2. a new type of organism produced as the result of mutation
Principles of Mutant Marketing
- Mass communication and the internet have mutated consumers into something hardly recognizable from the consumers of the recent past.
- Information overload and massive long term exposure to advertising "noise" have decreased the effectiveness of old-school advertising (print, T.V., radio, direct mail, etc) on these new mutant consumers. The consumer has adapted by consciously and subconsciously filtering out advertising messages.
- The exponential increase in available products and services has created more choices for today's consumer making it increasingly more difficult for advertising to win consumer confidence.
- Consumer loyalty has all but vanished as a result of consumers having access to virtually unlimited options.
- Traditional assumptions about consumer psychology in regards to demographics are becoming less accurate due to the exponential amount of societal and personal mutation taking place at this time. Demographics are static - nothing is static anymore - assumptions about gender, race, income that were true in the past are no longer true.
- More than 85% of all purchases begin online. The internet has become the tool of choice for mutant consumers as it allows them to choose when and where "they" will decide to make a purchase. If you are not advertising on the internet you are mostly invisible.
- To effectively reach today's "ad immune" mutated consumer businesses must position themselves within the new consumer attention channel, that being the internet. You be there when they go looking.
- In the mutated market keywords being searched are the only reliable demographic. Keywords are customers.
- Since traditional demographics are no longer reliable no assumptions can be made about the wants and needs of your prospects. You must constantly survey your prospects to find out what they will actually respond to.
- The mutant consumer does not respond to cool graphics and pithy slogans. The focus of your messaging is not to win design awards or attempt to dazzle and impress the consumer with platitudes. They are not impressed.
- The mutant consumer only responds to a clearly articulated sales argument that gives them the proof they need to draw the conclusion that they would be crazy to do business with anyone else but you.
- Mutant consumers are known to have allergies to ads on paper. Especially ads on paper that they did not request to receive. Stop paying money for ads on paper.
- By positioning yourself within the new attention channel (the internet) where mutants look for stuff to buy you are saving a ton of time, money and energy by not having to chase them - they come to you.
- Mutant consumers in the process of searching for something to buy are a skeptical, impatient bunch. Your website or landing page must quickly and clearly give them good reasons to stay.
- Before you can convince the mutant consumer you must convince yourself that you are in fact the best at what you do.
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