The brand-centric approach of yesterday is quickly being replaced by customer-driven everything, where customers are dictating the style, quantity and mediums that marketers must use to reach them and win their business and loyalty.
In the digital era, a number of technology trends — most notably big data, social enterprise, cloud computing and mobility — have resulted in the epicentre of marketing’s focus in the modern business becoming the customer.
Today, customers are bombarded with information from a myriad online and offline sources from the moment they wake up and check their social networks on their mobile devices, until such time as when they go to bed. These potential clients no longer rely on advertisements and in-store salespeople to help them decide on a purchase, they simply Bing it, read online reviews and comparisons, and ask their friends for recommendations over social networks…
Customer-everything: the digital era’s biggest marketing change
