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"Customers now have access to multiple channels, empowering them with knowledge and allowing them to exercise unprecedented levels of choice about how and with whom they do business. "
Vittorio Colao, Chief Executive, Vodafone Group.
"On the one hand, it seems like everything is changing. On the other hand, one very important dynamic has not changed: the consumer is boss."
AG Lafley, Chairman of the Board, The Procter & Gamble Company
"Consumers will increasingly look for brands with a social purpose… Brands and businesses that fail to integrate consumer needs with societal wellbeing will struggle to grow in the future."
Paul Polman, Chief Executive, Unilever
"The next 50 years will see new forms of marketing, tailored in greater ways to our lifestyles. But it’s the product that really forms the future of marketing – as it has done in decades past."
Sir Richard Branson, President, Virgin Atlantic

Mike Fischer, CMO, Microsoft in 60 Seconds 

What can the world of gaming teach us about future online consumer behaviour?

Lesson number one – if it’s not fun, it won’t get done. Competition for consumer spending is tough, but competition for consumer’s time is even tougher. No amount of money can put more hours in a day, so every minute is precious. Games have taught generations of consumers how to turn their televisions, computers and mobile devices into toys, which has shortened media-consumption attention spans and created an expectation of reward in exchange for engagement. So any interaction must either fun or funny, or it may as well be invisible. And it doesn’t hurt if they can share that fun with their friends.

What new online behaviour or trend should all marketing directors know about?

I don’t think any member of the Marketing Society needs to be told again about the importance of Social Networks. What I would like to do is suggest we all agree creating the obligatory fan page on Facebook does not constitute a "social marketing campaign." Trend-wise, applications that reward users for forwarding/inviting friends is creating an "app fatigue" backlash to which Facebook has admirably responded with new tools that help users block invitations from overly-inviting "friends". In this environment, I see even renewed opportunity to leverage the social networking power of IM and mail, which deliver advertising messages together with personal communication from real friends. I’m partial to Windows Live Hotmail and Messenger myself (yes, a remarkable coincidence). Hotmail and Messenger are the real pioneers in social, user-generated content, with proven, measurable results.
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