The discipline of marketing is currently undergoing the most radical changes it has ever faced: changes that are rapidly rendering conventional strategies and techniques ineffective. Yuchun Lee assesses these changes and their implications, presenting a coherent new framework for reinventing marketing.Three interrelated trends are transforming marketing:
- the increasing power of the customer;
- the growth of interactive and internet-based media;
- and the relentless increase in marketing complexity.
"Marketers are losing power and control to their customers, who now have unprecedented access to third-party information and opinions about companies, offerings, marketing claims, services and even pricing." Yuchun Lee, chairman, Unica
"It's no longer enough to simply pour prospects into a 'sales funnel': marketers must coordinate all customer touchpoints in a buying process that is more individualised than ever."Respect customer power :
Customer-centric marketing demand an ongoing two-way dialogue, in which marketers listen more closely to their customers, understand what they're saying, and respond rapidly and appropriately.
Customer-centric marketing requires segmenting customers at a more granular level than ever before.
It requires a deeper understanding of the individual customer lifecycle, and of the customer's cross-channel behaviour. When marketers gain this understanding, they can uncover crucial hidden patterns and opportunities, discover when to act and react, and even reinvigorate fading or threatened relationships.
read the full article: http://www.mycustomer.com/cgi-bin/item.cgi?id=133872
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