The Marketers job has changed from creating and pushing hard-sell messages to one that is now fundamentally about listening, engaging and reacting to existing and potentially new customer needs.

The Old Mantra

- Push messaging , good marketer’s can sell anything
- We know what’s right for the customers
- Products and messaging developed in house & pushed to customers
- Brand guidelines and key message critical

The New Mantra

- It’s critical to listen and respond to customer needs
- The product/service is paramount
- We may not know what is exactly right for the customer, but we will engage in dialogue with them and fine tune our offering
- Customers can often market the products better than we can, utilising one of their ideas or influence is beneficial to everyone

The marketers job has changed, it is important to realise that a fundamental shift is now required throughout all departments if organisations are to succeed. And whilst this may concern some, there are many benefits to this new approach such as being able to identify and adapt to changes in your market place quicker and building stronger customer relationships.

Ultimately, the customer is now more powerful than ever before! They won’t let you force them in to your database and communicate through traditional channels such as phone, direct mail and email.