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Marketing used to be a controlled activity.
You would identify a unique selling position, put together
a clever campaign, and deliver the message to your customers
using vehicles such as advertising and public relations.
Well, that was then and this is now.
Like it or not, thanks to blogs, search
engines, and online communities, and easy access to
competitive information, your customer is now in control
of how he or she receives information about your product.
Fortunately, with change comes opportunity.
By studying social and business trends, understanding
generational influences, and using the right mix of
traditional and new media, you can still establish solid
relationships with customers and regain some marketing
control in this information-saturated world.
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