In the age of increasing emphasis on individual preferences, coupled with the prevalence of social media, the traditional rules of marketing would need to change. We are no longer talking about market segments that aggregate themselves neatly into discrete demographic groups, or consumer preferences that follow neat patterns. Information is available fast and free, and the general levels of trust in advertising has descended to an all-time low.
How do marketers hope to thrive in this landscape? Enter the concept of I-Marketing.
I-Marketing (or iMarketing if you prefer) is centred on the inherent quality of social relationships and consumer culture in the age of new media. The word “I” represents a clear focus on the singular person and what makes him or her tick in this day and age. It also reflects a sea-change in thinking, and moves away from the mass-produced age of television commercials and newspaper advertising to strategies that are more natural and organic, which flows better with people’s behaviours and wants.