Marketers today are faced with a tough challenge: forging strong, lasting relationships with their customers. This has been a big marketing challenge for a long time, but the maturity of Internet communications and the emergence of mobile commerce has made building relationships with customers more challenging than any other time in history. These customers are inundated with choices and options. They respond more to suggestions from friends and other customers through ratings and referrals. Traditional marketing approaches no longer work.
These customers insulate themselves from marketing by subscribing to services, joining clubs, and using apps and filters to allow preferred information in and to keep unwelcome information out.
For today’s marketer, the methods used to reach a customer are just as important as the messages used to influence that customer.