The Classic Marketing Funnel Is Falling Apart – Companies around the world are struggling to catch up with the current onslaught of digital communication, consumption and commerce.
The unprecedented scale and pace of change brought about by the ‘digital revolution’ is being compared to the massive upheavals that shaped the course of history when coal and electricity revolutionised manufacturing, cutting production costs, increasing productivity and launching entire industries.
The big difference this time around is that whilst electricity enriched businesses and not individuals, digital has the potential to empower everybody.
In the old days a company’s job was to produce, use the media to broadcast their goods through tightly controlled messages and then sell to the consumer at the other end. Today, things are not so straight forward.
Digital has broken the monopoly of the media. Anyone with a smartphone is a publisher, with an opinion. Companies no longer control the marketing process which is now in the hands of the masses.
Professor Joerg Niessing looks at the five steps that companies need to take now, to improve their offerings to the digital consumer and survive the new revolution.
Headline: The five steps companies need to take for great digital customer experiences
Author: Professor Joerg Niessing
Source: South China Morning Post