Sunday, January 04, 2009

What are the real implications of the 2009 MENG Trends survey?

The Marketing Executives Networking Group (MENG) has just released the latest Trends Survey:

While I encourage you to look at the results, the interesting points are the implications. Over time I have seen many trends surveys and it is always instructive to look back on them. The emphasis on innovation is no surprise. We all have learned that in times of recession, the companies which are best positioned when it is over are those that continued to spend heavily on innovation and advertising. Yet, we all know that most companies will cut back as short-term needs win out.

The drop in emphasis of "green" and environmental issues is also not surprising. Business people react to consumers, and they have become bored for now. Web 2.0 has become less interesting because it is theoretical to many people, who do not know what to do about it. Many large companies are spending money and effort on this without getting real benefits. Thus, disillusionment is setting in.

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