The New Economy

Economic changes may occur quietly and incrementally or they can be seismic. Where once there was a healthy and profitable company there is now a deteriorating business and balance sheet. Recently three global events have coincided:

the great correction

What is referred to asthe global recession has reduced income and employment and with it purchasing power

the great disengagement

The proliferation of media and the emergence of the internet strips us of any clear line of communication to consumers

the great flood

An overpopulation of products or services has created too much competition making choice difficult

These three events have collectively eroded the effectiveness of traditional marketing strategies, most noticeably mass media advertising, to the point where a new approach is essential.