over the past 4 years, i encountered several life changing experiences..a relocation, a new job, a new house, got married, bought a house and became a father (two yrs apart). each of these has a series of post-event marketing opportunities.
now that the dust has settled (somewhat), it became apparent one day at the tremendous missed opportunity by advertisers/brands that could've become exclusive partners (and recipients of my hard earned money) over this time.
most of my brand engagements were proactive and self selecting based on standard operating procedure of day-to-day 'consumer-ing'...using an affiliate coupon here or there, or receiving a special 'thank you' coupon for signing up to an email program.
enter the age of the ubiquitous shopper, liquid content and the expanding gap between consumers and a brands ability to 'connect' at a real and meaningful level.
seems like this article was on the right track, but it was in the stone ages..circa 2003
is there a need for a focused resurgence around the idea of lifestage vs lifecycle? does one feed the other?
there is/has always been a focus on CRM, but now SRM (social) requires more smarts around modeling of customer behavior. there will always be CPG cycles that refresh every 30-60-90 days...
but what about the missed opportunity that overlaps consumption need with emotion (now have two kids and could use some time saving offers/solutions), location (recognize that i moved to NE from SE.seasons are more pronounced) and power of influence (leverage expanded social network).
i would argue that if a reputable company were able to offer lifestage consumer opportunities (market to me when you know i'm entering a pivotal stage, dont make me find you), then there could be a way to pioneer a stronger brand/consumer relationship and maximize revenues (premium customers) based on real relevancy.
not sure if any model like this exists, either via an affiliate network, iphone app or other means...if not, i certainly smell a business plan cooking.
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