The Every Day Life / Post Digital culture is presenting us with new marketing concepts and opportunities. Changing our focus from creating customers through products, and better customers through line extensions
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. To focusing on direct relations, memberships and extended value.
- – Products are worthless until they are introduced to the situation where they create value. (link)
– It’s not only the content industries (music, film, media) that will be affected by the changes brought by digital communication
. As both people’s behaviors, and their accessibility change, more and more business categories will find that the fundamentals for how they create customers, are disrupted.
In the words of Peter Drucker:
- “The purpose of a business is to create a customer.”
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. ”
– Peter Drucker
This invites companies to think of themselves as value providers, not product providers, to understand that customers are created through members, not features
. And that extending customer value comes from within the situation where we are already creating value, not artificial product line extensions introducing foreign situations to the customers
A simple diagram to introduce some suggested changes: