For many years marketers were in control and advertised their products and services in order to sell as much as possible of what they produced. However, there has been a seismic shift this year and it is now the consumer that calls the shots. This change in the center of control has substantial implications for marketing as traditional marketing practices have been established around the marketer in the controlling role.

At the same time, we have been witnessing an increase in the disenfranchised consumer in developed markets. This shows that marketers now have to take into account a consumer who is knowledgeable about marketing, and in many cases, cynical. They seem to de-construct marketing messages, or in more extreme cases, set up pressure groups to air their views on specific marketers or marketing practices.

The move away from mass marketing towards one-to-one and niche marketing also plays a key role. Consumers will increasingly expect marketers to deliver what they are looking for, and not a product or service that is simply designed to appeal to as many potential buyers as possible. They are looking to direct a dialogue with a marketer, not receive a monologue.

The consumer in control is one of the most important forces of change impacting on marketing today as it is changing so many of the practices and processes that are established. Through the loop has been analyzing some of the implications of this as part of its Knowledge Development Program.

This need for having greater control results from a number of factors. The over riding factor is the rise in uncertainty in life. This has occurred for a number of reasons, some of which are closer to individual consumers and some of which are more intense, but make a clear impression.

Major economic events can impact on consumer uncertainty and lead to buying decisions being postponed or canceled. It is too early to be sure of the long-term impact of the financial meltdown. However, research has shown that short-term uncertainty may not necessarily dampen longer term underlying optimism.

Closer to home, there is frequently less stability in consumers’ lives today. Changing working practices have meant that there is a job no longer guaranteed for life as we currently see it. Work may not provide the security required for consumers and their families. Furthermore, they may find that their journeys to and from the workplace are taking longer due to traffic congestion, or extensive travel miles.

Some companies have been looking to down shift, opting out of the normal working environment for a different type of life. Others will look to change how they work within traditional employment. Employers and employees have to work together to find ways to bring a level of personnel control back into the workplace.

Time and pressure is increasing. A reduction in working hours was supposed to lead to greater leisure time. Have working hours actually been reduced? In addition, there are an increasing number of activities that make demands on precious leisure time. Consequently, there appears to be less time to relax and take things easy. This adds to the level of stress experienced and a perceived loss of control.

On a smaller level, the personal information that is being collected from consumers whenever they use a credit card, visit a Web site, or telephone a call center leads to a degree of uncertainty about how that information will be used by the company. Consumers will look for confirmation about what is collected, how it is stored and how it is likely to be used. They want to retain control of their own personal data.

The current economy is also changing social patterns, which includes the fact that more women are working in increasingly senior roles. This leads to a shift in how household roles and childcare are allocated between parents. This means that there is an opportunity to help consumers maintain control over their home lives.

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A portion of the trillion dollar stimulus package geared toward infrastructure projects will NOT create enough construction jobs. Why? Construction is dwindling in skilled labor. The craftsmen that once built America have died off or retired and our youth has NO interest at all in learning any of the skilled trades.

I remember my first job in construction. I was sixteen years old learning to build houses back in 1977. I went to school, worked on the family farm, and discovered a prominent trade organization until retirement. My instructors were top of the line tradesmen who knew nothing else but construction. You can say that I was made to see all the trees in the forest!

But, construction today is much, much different. In fact, during the middle 1980s there was a growing concern at our local training facility about the low application rate. The head administrator called all senior representatives from every contractor around the region to discuss the low attendance issue. I was fortunate to be on the panel that day, but it wasn’t a very productive meeting.

Unfortunately, construction today is a consortium of mostly immigrant workers. The industry is full of these people who work around the clock with little complaints. The weather doesn’t bother them, nor does the hard work, nor filth associated with construction. They don’t mind receiving low pay, and doing work that nobody else wants to do.

With the market full of low paid, ready made workers poised for more work, along with a lazy generation NOT interested, America’s construction industry is in DEEP trouble. Whoever thought the stimulus plan would create more construction jobs must have been playing video games. After all, who wants to get their hands dirty or break a sweat!

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Finding additional funds can change your financial position permanently for the better. But, without changing spending habits first you will never begin to uncover money that you can take advantage of for future investment opportunities.

Before I continue on with the insurance buried treasure, the first thing you must do is to reduce any existing debt. You may often achieve a higher return by reducing debt than by committing funds to new investments.

The interest rates are quite high on funds borrowed through charge accounts, credit cards, or consumer finance companies. It is seldom less than 15 percent and often 20 percent or more. You will want to reduce or eliminate these debts before committing to investments with lower expected yields.

The general practice is simple: Pay down or eliminate existing debt whenever the interest cost saved is above the prospective gain on the alternative. If the prospective returns are only slightly above the cost of the debt, you may still prefer to reduce the debt. The interest saved is a certain gain, the prospective return is not!

Look Deep Into Your Insurance

Whole life insurance policies and a few others allow you to build up a sizable cash value that you can put money into for efficient use. The insurance company will lend most of the cash value to you at an attractive interest rate. You can then invest that money, earning a much higher return than any interest the insurance lender charges.

Currently, the U.S. tax law states that the interest expense on a loan from your life insurance policy may be considered consumer interest and not deductible. If you can’t borrow the cash value on your life insurance policy, take another hard look at the policy. Eliminate unneeded coverage to reduce your premiums, and use the savings for other investments. But, it’s the same story as with bankers: Insurance agents will not tell you that you need less coverage. This initiative must be yours.

To do this, simply increase deductible limits for auto and home loans $250 – $1,000. The higher premiums you pay every year that has a low deductible is not worth the few extra hundred dollars you would get with your claim in the unlikely event of damage or loss of property. What’s amazing to know, people don’t even make a claim for less than a large damage loss, because they fear their premiums will increase.

You can make an even larger savings by raising the deductible on your health insurance plan. This is of course unless your employer pays for your coverage. The so called “first dollar” coverage is the most expensive health insurance you can buy, and the price tag for having the insurer pay for routine doctor visits and occasional prescriptions may be greater than it’s worth. A policy with a $250 or $1,000 deductible generally will cost hundreds of dollars a year or less.

If your vehicle is over five years old, take the maximum deductibles on comprehensive and collision coverages. You may also want to eliminate these coverages altogether if the repair/reimbursement will be relatively low due to the vehicle’s age. Some insurance companies allow you to insure against the damage to your vehicle with a few dollars premium that applies only if you don’t carry regular collision coverage and the damage is proven to be the fault of the other driver.

To go even deeper, discuss your policies with your insurance agent to be sure you are receiving all discounts to which you are entitled. Make sure any changes in status since you bought your coverage are reflected in your policies. Some of the things for which auto owners can get premium discounts include:

a) Having two or more cars on the same policy.
b) Having student drivers in the family take driver’s ed class.
c) Installing a security system.
d) Having a driving record free of accidents or violations.
e) Living in low risk – low accident area.

Homeowners can benefit on their insurance, which include:

a) Being non-smokers.
b) Having smoke detectors.
c) Living near a fire station.
d) Having a home security system
e) Living above the ground floor.
f) Often by using same insurance company for car and home.

Depending on your insurance company, these factors can make you eligible for premiums lower than those that you started with. If they don’t, then consider changing companies and find one that will listen and work with you. You may also want to compare larger reputable companies. This may allow you to save hundreds of dollars each year on auto, life, and homeowner policies. After all, you are entitled to the full value of what you pay for.

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Construction jobs are fading fast with no recovery in sight. This is a subject NOT typically discussed by members of the industry. We must get people back to work quick before we lose more qualified craftsmen. See the latest post on CNN.

View Video On CNN iReport

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If you seek feedback from customers by simply asking, perform a quick and easy survey. Ask them how was everything, but you can be seriously misled.

Most people, even those with legitimate complaints are reluctant to speak out, because they are afraid of appearing foolish. This tendency is probably more widespread in smaller communities, where friendships often stand in the way of critical review.

Also, if your attitude is such that customers feel complaining will not do any good, and you may be antagonizing customers without even knowing it.

One solution is to take a few customers aside and ask them some sincere questions about how your business met their expectations and where it fell short.

If the customer appears uneasy, do not press the issue. You will only force him/her to give you brief answers to escape the situation. If you get a good response, take notes. Follow-up letters thanking the customers and telling them what you plan to do with their suggestions will bring you friends for life.

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