No Excuse for Impersonal Marketing

A recent article in the Harvard Business Review made the comment that too many companies today are “stuck in the 1960’s, an era of mass markets, mass media, and impersonal transactions”.  Written by Roland T. Rust, Christine Moorman and Gaurav Bhalla, the article outlines how marketing strategies must change as the mediums with which we communicate to customers evolve and allow us to better service their needs.

Online channels allow marketing strategies to be more targeted and provide opportunity for ongoing interaction between customers and corporations.  Like never before, brands have the chance to build on the feedback they receive and develop new offerings or enhance their existing products to provide real value to their target consumers.

“History is more or less bunk.  Its tradition. We don’t want tradition.  We want to live in the present and the only history that is worth a tinker’s dam is the history we made today.”  — Henry Ford

Traditional mass marketing is impersonal and clearly lacks the capacity to uncover insights the way the online channel has proven it can.   Presumably, the more interaction a customer has with its favourite brands, the more brand loyal they’ll become.  While traditional marketing strategies are still prominent, it’s those that are online, building real relationships with their customers that are truly ahead of the game.  And while we may not see the effects completely today, the long term benefits of increased customer interaction will undoubtedly favour those who have taken the necessary steps to redesign their marketing approach and cultivate customers with an eye to the future.


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