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Marketing Has Changed-Get Over It

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(Posted on Jul 19, 2014 at 05:45AM by William Cosgrove)
Digital Marketing has shaped the way we market as a whole and the rapid advancement of technology is changing the marketing landscape and is demanding newer ways of marketing to get your message out consistently and effectively.

But in today’s fast paced business environment of being ROI focused at all costs it is hard to see the long term benefit  marketing as a nurturing and information tool to gain and retain customers over the long term when today’s results driven bottom line engrained  corporate culture does not support it.

In other words if you can’t see past the bottom line it is hard to develop a marketing strategy that is designed solely to inform and educate consumers to bring them to you instead of pushing yourself on them.

Back in 2006 the power shift in marketing as a whole was already being talked about. Stephen F. Quinn, senior vice president for marketing at Wal-Mart Stores, stated that “Today, the customer is in charge and whoever is best at putting the customer in charge makes all the money.”

And as consumers “wrest control away from brand-management control freaks,” Russ Klein,  president for global marketing, strategy and innovation at Burger King advised his peers, “get over it,” because “turning your brand over to the consumer is taking control — and in fact, if you do, they’ll return it to you in better shape.”

Still today it is hard to see that this power shift has been or is being accepted. Is it that business has yet figured out how to do it? Is it that the brand management control freaks are still in control? Or is the shortsighted profit mentality of business still the driving force?

We all need to make a profit but whatever happened to when businesses had a longer than a monthly or quarterly plan they used as a benchmark to build their business?

William Cosgrove
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