“Groundswell changes” have no doubt changed the way businesses must approach marketing. Although new communication technologies exist, we’ll need to return to marketing principles from the pre-mass media era.
This was a time when we marketed with our customers. When mass-media came along, it spoiled marketers. Demand was so that the power rested on the supply side and businesses were able to hold the majority of the power. As a result, we started marketing to our customers.
Now here we are in 2010 and many businesses are at a loss for how to successfully navigate these new waters. My advice is to return to the “old” way. Successful marketing will once again be the product of something we do with customers. Now all that’s left to do is understand the technology that allows us to do just that.
