If history can be a guide, we should probably expect the current consumer deleveraging cycle to continue for another 4 to 7 years.
Finally, advertisers should consider the stage of the consumer purchasing cycle they aim to impact: do they want to create awareness, interest, or spark a purchase?
Compounding the consumer deleveraging cycle is the overhang of unemployment.
Better, surely, to plough on with trying to rebalance the economy away from its dependence on a boom-bust consumer-spending cycle and towards investment and exports (however long and arduous that economic reconstruction may turn out to be).
In my experience working with companies large and small, the question is less about whether people will rely more on search or social for information, but more about what situations call for search and social visibility and how can we get them integrated to create an experience that guides the consumer along the sales cycle.
The first, consumer electronics, was product cycle driven, innovative new implements connecting everything to the Internet.
All the cost benefit of buying consumer was erased in one cycle of purchasing in less than 1 year.
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There are many examples of cycle-specific consumer events, but an easy one to classify is the summer driving season.
We have entered an evolved technology cycle where the consumer is savvy.
Andy Rothman , the China Macro Strategist for CLSA Asia-Pacific Markets, believes that China is near the peak in food-price inflation and close to the peak in the overall rise in the Consumer Price Index for this cycle.
Even if it's not, Egan warns that the economy cannot sustain that pace as the inventory cycle normalizes without a stronger consumer component.
For corporations, less consumer spending means retrenchment, layoffs and diminished capital spending, which further diminishes business activity and puts more of a drain on consumer spending...and the downward cycle feeds on itself.
The genesis of the shorter back-to-school purchase cycle is a consequence of increased levels of consumer expectations, retailers having spent more than a decade teaching consumers they can get something cheaper if they just wait.
Last cycle, from late 2002 to 2007, was consumer electronics (iPods, Blackberries, GPS, Googling, for example), industrial infrastructure (roads, bridges, ships, airplanes, cranes) and natural resources.
Something has to give to change this vicious cycle and I believe that the catalyst could be consumer spending as consumer spending accounts for over 70% of economic growth in our country.
That, too, would lead to higher prices for almost every supply chain component and consumer good requiring road transportation, and set in motion a vicious cycle of economic headwinds.
Bob Hunter, director of insurance for the Consumer Federation, says industry pricing has been in that "soft cycle" for the past three years, following a 7% increase in 2002.
This could create a virtuous cycle of more hiring, more people with money, more consumer spending, and more hiring.
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Most markets cycle through similar sequences, but the timing is asymmetrical between consumer and commercial, real estate lending and corporate bonds.
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In this decision-making process, the consumer usually visits several different sites which have different purposes in the purchasing cycle, using a different set of tools at different stages.
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"A recent Business Insider report said that 'mobile video is becoming a mass consumer phenomenon, much as digital photos were earlier in the smartphone adoption cycle', " said Magisto's new Chief Marketing Officer, Reid Genauer.
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Sounds great for the consumer, but it was problematic for the company because it delayed the repeat purchase cycle.
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