World has dramatically changed. But our brands haven’t. Traditional marketing approaches negate our evolution in the ability to express and be part of this change. The consumer behaviour is evolving at a faster pace not because our social dynamics and behaviour patterns have changed all of sudden — but because technology has empowered and enabled us to seek better, treat each other better and connect in better ways. All of this is happening on-line in real-time, and data associated with our social graphs is available.
Marketers can now use data to shape everything from how brands interact with customers to the products and services they offer to the structure and culture of the company itself.
By radically rethinking their profession, marketers today are able to understand customers as individuals, use predictive tools to get ahead of demand and design truly social businesses. Meet the challenges of the new marketing landscape. It is no longer about just the message.
Here’s a great video by IBM that makes that point.