Emerging trends to have huge impact on marketing

The marketing environment is expected to be drastically transformed by society's changing value system, the rapid pace of technological innovations and the increasing integration of media vehicles. Americans are placing greater importance on family values, on leisure and personal satisfaction, and on making a contribution to society. They are also more informed and expect more direct interaction with manufacturers due to advances in communication technologies. The third trend, media integration, is also affecting American consumers in terms of the way they are receiving media messages. Because of these three emerging trends, marketers may have to exert more effort on brand positioning, pay closer attention to how technology is leveling the playing field, become more sensitive to the consumers' desire for information, and recognize the value of interactive communication.