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:

Slumping

The recession has reduced income and employment and with it purchasing power

Slivering

The fragmentation of media has severed the mainstream communication channels

Swarming

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.