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Customers, Channels and Relationships
How to reach your customers? → Channels
Customers today don’t like to be treated like cows.
Traditional Model:
Communication → Audience (Customers are “passive receivers”)
New Advertising Model:
Communication → Leaders (10%) → Followers (90%) → Audience
(Reach opinion leaders and they will pass the communication to Opinion Followers)
Customers want a conversation, to dialogue, to participate, to be more in control…
Earmarks of the New Marketing
1. Recognize growing customers empowerment
2. Develop a focused offering to the target market
3. Design the marketing from the customers perspective
4. Focus on delivering outcomes, not products
5. Draw in the customers to co-create value
