Putting Consumer Trends to Work for Direct Marketing Success
Understanding today’s agenda of consumer values assist in the marketing of your product. Are your marketing programs prepared to address the perceived needs, trends and attitudes of consumers? Join J. Walker Smith in an insightful and thought-provoking webinar looking at consumers’ attitudes that all marketers should come to understand. Walker will share insight about the new agenda of consumer values and tell us why the new consumer has less dependence on the marketer. Additionally, you will learn about consumer resistance and gain insight into how to market to today’s reluctant consumer.
J. Walker Smith, Ph.D.
J. Walker Smith, Ph.D., is president of Yankelovich, Inc., a marketing services consultancy specializing in lifestyle trends and marketing productivity solutions. Walker is co-author of Rocking the Ages: The Yankelovich Report on Generational Marketing (1997), a highly regarded assessment of generational marketing strategies, and Life Is Not Work, Work Is Not Life: Simple Reminders for Finding Balance in a 24/7 World (2001), a collection of short essays and personal reflections on work/life balance picked by the Wall Street Journal as one of the ten best work-life books of 2001. His new book is Coming to Concurrence: Addressable Attitudes and the New Model for Marketing Productivity (2005), excerpts of which have been published in BrandWeek, DIRECT, and AdAge POINT.
Described by Fortune magazine as “one of America’s leading analysts on consumer trends,” Walker is a much sought after speaker and authority on social trends in America whose quotable insights appear regularly in the national media and business press. He does a weekly commentary called “City Views” for Smart City, a public radio show about cities and community life broadcast by WKNO-FM in Memphis, as well as regular columns in Marketing Management magazine and in Media magazine. Walker and his ideas and insights have been prominently featured and profiled in many publications including a May 1998 American Demographics cover story about him.
Prior to Yankelovich, Walker was director of research for DowBrands, Inc. He was a summer lecturer at the annual School of Marketing Research at the University of Notre Dame for 14 years and he is a past vice president of the marketing research division of the American Marketing Association. He is a director of Premiere Global Services, a member of the Board of Advisors for the School of Journalism and Mass Communications at the University of North Carolina at Chapel Hill and a director of the American Marketing Association Foundation. Walker holds three degrees from the University of North Carolina at Chapel Hill including a doctorate in Mass Communication Research. He was the commencement speaker for the U.N.C.-Chapel Hill 2005 Graduate School Doctoral Hooding Ceremony. Walker and his wife Joy live in Atlanta, Georgia.