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At the confluence of customer knowledge, delivery and engagement forming a challenging evolving delta of marketing, technology and management

Theodor Purcarea

Holistic Marketing Management Journal, 2015, vol. 5, issue 2, 21-29

Abstract: As youth is the primary driver of business and culture in our hyper-socialized world, businesses must to adapt accordingly, including by better understanding the human nature and refocusing on long-term value creation and for building long-term sustainable futures around the needs of the customer. Marketers cannot enforce inertia which keeps company’s customers around, going beyond the retention marketing and customer development efforts, and letting the customers to tell what the patterns, rediscovering the invisible consumer, while loving both the invisible and visible consumers, not forgetting that the measure of company’s success consists of creating a remarkable brand in the habits and minds of very ordinary people. And as we live in impatient times characterized by the tendency to discount the value of future gains, marketers should place customers at the center of their company, focusing on delighting them. Digital marketing, as part of the bigger whole that is marketing, has brought new aspects to that whole. Today, complexity is a challenge and a reality. The marketing organization must redefine itself as a revenue generator, marketers need to embark on a journey “with” customers (not “for” customers), by sharing purpose, which is what powers brand value. In our user driven world, modern marketing is built on a continually updating view of the customer, a comprehensive view of the customer being central to marketing’s challenge, always remembering that there are people at the other end. Modern marketers are adaptable, inquisitive and have the ability to collaborate, having a good understanding of technology, taking appropriate action in the right moment by creating and managing increasingly targeted, personalized and action-oriented messaging across all changing marketing channels, helping their customers to quickly get guidance and make decisions on critical matters, ensuring a higher quality faster interaction with their customers deeper targeted through increased knowledge of their preferences and behaviors. They are always searching for ways to meet their customers’ changing needs and evolving life stage requirements, are developing multiple points for their customers’ feedback, and are using marketing to educate not just promote. Modern marketers are also harnessing the power of new technologies, attracting the next generation of talent to build engaging brands and content, personalization of digital experience being at the heart of the efforts to overcome around how they create intimacy and relationship in the digital world of customers overwhelmed by a lack of time and too much choice.

Keywords: “YouthNation”; Modern Marketers; Marketing Manifestos; Marketing Innovation (search for similar items in EconPapers)
JEL-codes: M31 M15 D83 (search for similar items in EconPapers)
Date: 2015
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