Catering to the new customer

The democratisation of technology use is disrupting traditional marketing experiences

Customer centricity is at the heart of an enterprise’s business strategy, right from product design, brand positioning and sales all the way to customer service. Marketing communications is no different. However, among the biggest challenges that enterprises grapple with is to identify the right customers for its products, communicate the value proposition effectively and determine returns on marketing investments precisely.

So far, businesses have been relying on marketing service providers (MSPs) to get to the hard-to-define and even harder-to-comprehend entity called “customer.”

The big hole in this approach has been that the customer is treated as a passive object who can be