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How Marketing Is Becoming the Consumer's Choice

It's in their hands, not yours
Marketing is moving from a company driven action to a customer driven one... It's about the consumer's choice now more than ever.

I sign up for the e-mail lists I want to be on;
I get more excited about my favorite catalogs than a letter from my grandfather;
I buy (and proudly wear) shirts promoting my favorite brands;
I forward my favorite commercials to my friends using YouTube;
I keep the little card that gets me my 10th coffee free from my favorite coffee shop in a more secure place than my credit cards;
I identify myself as a Mac person, instead of a dog person;

I tell them "Market to me" instead of making them try to sneak it in between my favorite shows.

The marketing process has changed from "reach and frequency" to "message and context."

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