Luckily, loyalty and participation these two considerations can enable marketers to understand what consumers are thinking, and, more importantly, predict what actions consumers will take in the real business world, whether in the choice of products or in the attitude towards brands.

System.

If these indicators are properly allocated, they will normally be able to measure the orientation, speed and intensity of future consumption values before 12 or 18 months before major market changes occur.

The following are nine major trends that directly affect the success or failure of brand marketing activities in 2009:

Because

Pressure and lack of confidence in the economy will continue to be very conservative in terms of spending.

But no matter how much the consumers earn, no matter how much discretionary income they have, they still want to be regarded as a "smart shopper".

In the 2009, this appellation was not more related to financial self image than economic necessity.

This is especially true for the current economic indicators, which have further worsened consumer confidence in the previously established financial and retail institutions and increased suspicion.

A sharp decline in the economy will make it impossible for the brand to provide meaningful differentiation or resonate values. Of course, brands with lower, lower and lowest prices are excluded.

Facts have proved that real consumer participation is related to positive consumption behavior.

Consumer participation should be determined by consumer response: it is the goal of any marketing or media program.

In essence, activities can enhance the brand equity of a brand (a brand is considered to satisfy or even exceed consumers' expectations of their products).

Marketers will realize that if they continue to use the outdated consumer attitude model to measure participation, it is almost impossible to get real brand participation.

Marketers will begin to accept the fact that there are four ways of participation: platform (TV, Internet), scenario (program, web page), message (advertising or communication / communication), and experience (store / activity).

But they have only one goal: brand participation.

For consumers, mobile devices are becoming an increasingly important point of contact; and in 2009, mobile devices will become the starting point from desktop to laptop to portable.

Telephone location awareness software should give inspiration to mobile media, and it is hoped that the promotional coupons will appear together with the IP multimedia system and find a larger scale for measuring the return on investment in marketing.

The shift of marketing budgets to the Internet is not new, but social networks will become more involved in participation, helping marketers to deliver messages more effectively and thereby determine the rewards of their efforts.

It is gratifying to note that these trends and values can be determined by marketers through market research before finding more important trends and values for consumers.

Take a look at the 60 categories and nearly 500 brands that we measure in our BrandKeys customer loyalty and participation index. For example, we find that the average contribution rate of customization to product and service participation, adoption rate and loyalty is currently 18%.

This figure is 5 times the first time it was measured in 1997.

Please pay attention to "customizing", the latest manifestation of loyalty value, and integrate it into almost all products and service categories, which will be a special concern for marketers.

　　7.行為將最終戰(zhàn)勝態(tài)度。更多的營(yíng)銷者將開(kāi)始意識(shí)到，“認(rèn)識(shí)你”并不一定要“買(mǎi)你的產(chǎn)品或服務(wù)”（或者，在這個(gè)問(wèn)題上，甚至并不一定要“喜歡你”）。品牌將需要確定——并且關(guān)注——真實(shí)的消費(fèi)者行為指標(biāo)。企業(yè)將通過(guò)對(duì)做出行為的消費(fèi)者細(xì)分群體進(jìn)行識(shí)別，來(lái)協(xié)同增強(qiáng)品牌價(jià)值、品牌和企業(yè)定位方面的投入、傳播/溝通和媒介策劃，從而進(jìn)一步提高營(yíng)銷的效力和效率。

　　8.消費(fèi)者的期望值將繼續(xù)增長(zhǎng)。現(xiàn)在，鮮有品牌能夠跟上消費(fèi)者的期望值。消費(fèi)者每天都采用和吸收最新的技術(shù)和創(chuàng)新，進(jìn)而渴望更多的新技術(shù)和創(chuàng)新。2009年，期待更聰明的營(yíng)銷者會(huì)通過(guò)最新確定的價(jià)值觀（如客戶定制），運(yùn)用越來(lái)越多的高科技系統(tǒng)來(lái)確定和資本化運(yùn)作未滿足的消費(fèi)者期望值。這一方法將幫助他們將自身的品牌與競(jìng)爭(zhēng)者區(qū)分開(kāi)來(lái)，而且品牌一致的接觸點(diǎn)（如移動(dòng)營(yíng)銷）將在滿足和管理消費(fèi)者期望值方面發(fā)揮主要作用。

　　9.為你的品牌和客戶創(chuàng)造簡(jiǎn)單的生活。營(yíng)銷家H.D.Thoreau曾預(yù)言，即將到來(lái)的2009年的第九個(gè)、同時(shí)也是最后一個(gè)趨勢(shì)就是“簡(jiǎn)化，再簡(jiǎn)化”。事實(shí)上，消費(fèi)者正在尋求的、正在需要的，就是簡(jiǎn)單化。

In some categories, this is particularly strong, such as mobile phone programs, search engines and laundry detergent.

Who hasn't thought about replacing mobile phone operators, and complains that it needs to compare between two complex solutions?

On Internet travel sites, simplification is also a kind of driver to determine the travel planning.

Although competition has been heating up, brands continue to compete on prices instead of competing on measures that can generate positive consumer behavior - simplification.

The future may be different from the past, but the brand can be very sure that the future will show a more difficult period for marketers.

However, marketers and planners who have mastered loyalty indicators will be able to successfully cope with the inevitable trend in their offices.

And this will make them both the prophets of 2009 and the winners of 2009.

Editor: vivi