The traditional top-down business model is completely wrong for the 21st Century, and marketers employing tactics from the last millennium are in danger of following the dinosaurs into extinction… along with their companies.
At Duxton we talk a lot about putting the customer at the heart of a Company. Few Companies that we talk to disagree with that philosophy. Unfortunately few Companies are also prepared to make the changes and commitments that true customer centricity requires.
My tracking study tells me that brand awareness went from 92% to 93%. Wow! Big deal. It’s also telling me that perceptions and attitudes towards my brand haven’t really changed over the past 3 months. Or in fact, the past 6 or 12 or 24 months. Hmm…
We often talk about the internet and technology changing the way businesses works.
What we should really be saying is that the internet and technology are changing the way that customers behave.