What are some key changes driving the shift in the business environment from product-based to customer-based marketing?
--
The way we work has changed. Today more and more people are remote-working from home rather than commuting to a traditional office.
Increased connectivity means people can work anytime, anywhere — making it easier for people to balance being both a parent and an entrepreneur. This type of freedom means they’re not tied to the same 9–5 schedule that they might have been if they were in the office all day long.
Today’s business environment demands teamwork, diversity, creativity, and talent in order to achieve the objectives and goals of any venture, more so now than, say, 20 years ago.
How this is driving the shift from product-based to customer-based marketing?
Well, customer-based marketing has always been about bringing in more customers to buy your goods. Companies are slowly realizing that if they employ someone who doesn’t need office space, then it might seem cheaper for them and better for their bottom line.
Plus, many businesses want to get out ahead of any potential job automation trend because software technology continues to improve at a rapid pace. Starting with employing remote workers doesn’t seem so scary for the transition.
Speaking of technology advancements, it is no secret that we’re witnessing such rapid innovations courtesy of technology — the remote work mentioned above was only possible with these advancements. It is a key change in a business environment.
Companies are now only accessible online and many do not even provide a customer phone line anymore. The younger generations are heavily influenced by technology which has led to bigger changes in consumer behavior (as this younger generation made an integral structure of most markets everywhere) and different expectations about how their work and lives should be studied continue to change with the changes in tech.
In both of the above examples (and believe me, there are more examples than I can mention), you’ll notice that products hardly matter for a company that wants to be successful. You can sell anything. People can buy anything. These key changes are making marketing all about these people (consumers) — their insecurities, their pain points and how the product solves it among other things — and not about the product (how efficient it is, the color of packaging and whatnots).
