Friday, January 8, 2010
SUSTAINABLE MARKETING
Marketing includes a number of concepts. Operational marketing mix marketing through viral marketing, the overall approach is to define the most appropriate management in the company to offer the lowest bid on the relevant market. The stakes are high. The concept has evolved over time, different schools compete but the final conclusion is the same: it mutates some years now a general view to a more targeted marketing and personalized. The customer is central to the process, as was the objective of yesteryear. It is therefore fundamental to the consumer and can therefore be welcomed.
The economic environment since the end of 30 glorious years has changed the system. We have moved from mass production to respond to mass consumption, a consumer pleasures. It is now entering a new era: the rational and responsible consumption.
Marketing must now take into account this development. The sustainable marketing was born. Closer to the concerns and needs of consumers and listening to a market, this new marketing must become more "sincere" and less to ensure a mercantile business model sustainable and profitable in the very long term.
The ongoing aggression of attractive offers are gone. The challenge is to better know your customer and understand and anticipate its behavior. The blow to handle communication programs can sometimes be productive cons. Some even speak of waste. Sustainable Marketing is to satisfy a customer by offering a genuine offer of confidence. Everything is said. The markets are regaining confidence and allocate budgets around the concept of customer satisfaction untaxed.
Labels: approach, concept, marketing, Operational, SUSTAINABLE
by 4Points at 4:55 AM |
1 Comments:
I'm a firm believer in the need for sustainability in marketing, and I believe that there is a growing acceptance of its importance. Past approaches that relied on volume and persistence of messaging cannot be sustained especially among the growing number of channels and crushing volumes of push marketing.
Reversing the focus from "getting the word out" to responding to customer/prospects needs, desires, and wants is at the crux of this transformation. Focusing resources on response marketing, indeed, allows the minimization of the waste of resources used to push marketing to uninterested parties.
Eric Robbins
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