Discussion Topic: The New Era of Customer Engagement

According to French, T., LaBerge, L. & Magill, P. (2011), “For the past decade, marketers have been adjusting to a new era of deep customer engagement. They’ve tacked on new functions, such as social-media management; altered processes to better integrate advertising campaigns online, on television, and in print; and added staff with Web expertise to manage the explosion of digital customer data. Yet in our experience, that’s not enough. To truly engage customers for whom “push” advertising is increasingly irrelevant, companies must do more outside the confines of the traditional marketing organization. At the end of the day, customers no longer separate marketing from the product—it is the product. They don’t separate marketing from their in-store or online experience—it is the experience. In the era of engagement, marketing is the company.”

In a few lines, share your views on how engaging customers today is different from engaging customers a decade ago.

Reference:

French, T. & LaBerge, L. & Magill, P. (2011), We’re all marketers now, McKinsey Quarterly.

 

60 thoughts on “Discussion Topic: The New Era of Customer Engagement”

  1. I'd love to share my experience.
    I was introduced to a new brand 5 months ago through a friend in person, and then I did meet someone from that particular company to learn about their product, and I was left with a good impression.
    Now 5 months after, I got an email from this company for partnership. I noticed at the bottom of the email, there were links to their Twitter, Facebook fan page and website. My first reaction was to search "how many likes there are on their facebook fan page". After seeing there are 20K+ likes, I actually feel more confident about this brand. The constant conversations on twitter and facebook gives a positive message that the company is operating well. (which is not necessary true) It is ridiculous in a way because a decade ago I would have just checked the website and use emails to communicate. But now customers are more dependent on the opinions exchanged online than a decade ago, this is the reason why almost all companies need to be more open in "direct interaction" with customers in order to survive in the market. (eg. hardees)

    But it is not always true as some companies had customer helpline before and it was used. It just now technology has made communication cheaper and more companies can afford having a facebook page, plus there is a change in people's behavior that people feel more comfortable in commenting than picking up a phone to talk to somebody.

  2. In the modern era, engaging customer is quite easy as compared to engaging customer a decade ago because in the past the marketers were not utilizing the different medium or mode of communication properly to promote their products in the market and to attract new customers. They were using traditional marketing techniques like they just give add in TV or they just came up with the product without knowing that what are the needs and wants of the customers; so we can say that engaging customers was quite difficult in the past.

    In my point of view Engaging customer does not mean to utilize the mode of communication properly it is how you make your product according to the demands of the customers and then as a marketer you should know what should be the more effective medium to target customer so there is a need of proper research about the customers and about the market.

    Now the marketers have the ability to engage or convince the customer in different ways. They can aware the consumers by using different target mediums. For example print media, broadcasting media and online media.

  3. First of all, it’s really an interesting topic. I think so the traditional approaches to engage customers have now become obsolete. With the passage of time there has been storming changes in the market to engage new customers and to mend your current potential customers market. In this decade, there has been a tremendous change in the field of electronic media and cyber media and they have forced the marketers to alter their thoughts and ways to engage new customers.
    We have now become a part of social media and we are surrounded by brands and companies all the times. Today companies don’t really just depend on print advertisements and then wait for the new customers, there are several other ways for marketers to attract minds towards themselves rather than the traditional ways.
    Now a day, companies want to be in touch with their customers all the time, they are always keen to know that what is in the mind of their customer about their brand or products. Social websites like facebook, twitter, my space, orkut etc have make this work easy for them and they are considered as an important source of communications between both parties.
    Personally when I hear good repute about a new or an existing brand or for the brands that I am attached to I always use my facebook account to connect with them. Now I can actually interact with the company directly with just one click. That’s shows the change which has been in the past decade. Now there are E-businesses and customers can purchase things by sitting at his or her place which was just a part of imagination a decade back.
    Even we can see here on this website, when we open it we see facebook, twitter, google +, blooger etc plugins on it and on every post as well which is one of the way companies engage new customers.

  4. Online information or you can say in-store information about the companies has dramatically changed the relationship between companies and their customers as it was in the past. Moreover, the upcoming brands are having their website and maintaining social networking activities are now become compulsory, if we talk about this era. You can just grasp the product detail on just one click. Nevertheless, it has really been difficult for the customers in the past to know the product’s detail but now it as easy as pie. Also it becomes easier for the brands to offer the required specification of their customers easily on the web by having their comments and suggestions. I think all the offline advertising like magazine, billboard, newspaper, television, classifieds, etc are simply not just enough in today’s era because somewhere it lacks if we talk about the interaction between the consumer and the business. So engaging customers through online advertising is way better and efficient nowadays that is what walmart is also doing. Moreover, from various social websites like facebook and twitter, marketing has become so easy, convenient and inexpensive to engage customers like never before.

  5. I do agree on the fact that there is a drastic change in marketing trends today..Previously when marketing myopia exists (where business was dependent only on the product not the customers) there were less chance for the business to get flourish but keeping in mind “CUSTOMER IS KING” new ways of two way communication such as social media has proved to be indeed blessing where you can get to know about the views and ideas from your customers which helps generating new ways to do marketing for your business or the product.

  6. In today’s world having a monopoly in a certain business is not enough now. Trends of marketing are rapidly changing according to the variation in customer demands. In such turmoil simple marketing strategies will not attract the lot of customers to your product. So I think to begin with bringing new strategies one must firstly separate itself from its competition. Another thing could be if you keep on adding some new information in your advertisement regarding your product like the Ufone commercials. They are always bringing in new packages. Use exceptional marketing skills by making attractive commercials or advertisement. Again we can quote the example of Ufone commercials that attract customers with the uniqueness of their appealing commercials. Other than that what marketers need to realize is that they need to shake out new strategies of creativity to attract more and more business towards them….

  7. I totally agree with this statement that the marketers offer new ways to communicate and engage their customers now. In the past there is the only source that marketers had print media. But now in new age they introduce many ways to engage their customers by placing the ads on billboards, TV commercial, magazines, broachers, streamers and many more… there is another medium called online advertisement, in which they use social media like, facebook, twitter, orkut, etc that will help them to interact with the customers and in this age this is easiest way that they are using. These social websites often more good and comfortable for the customers because they see the views and ideas of the other people about the product, that will be very helpful for them to buy that product or not.

  8. The social web has definitely changed the way businesses engage with their customers. A decade ago, company’s website was the only way through which companies engage with their customers and this was mostly done at the time of marketing and sales process but now companies are engaging with their customers more frequently via social web. In the past, Customer engagement was done mostly by large businesses. But now all size of businesses is engaging with their customers through social web. Now, every business has its own website and Facebook page where they can engage with the customers and customers can give their feedback. Social web has made customer engagement easier than before. According to me, companies that engage more with their customers have more loyal customers. Now companies are more focusing on direct interaction with the customers and want to know the opinion of the customers via social web to know how customers are feeling about the product. On these social websites i.e. Facebook, Twitter, LinkedIn, Youtube customers not only interact with the company but also with other customers. I think every business should give more importance to Customer engagement than before and find out various ways to build it.

  9. Customer Engagement (CE) and Customer Relationship Management (CRM) both are important for businesses as they assure of higher customer loyalty and increased profitability by serving customer with continuous value addition.
    A decade ago customer engagement was not managed in way that businesses are doing now. In older Era there wasn’t much technological facilities available through which better CE could be done. At that time mostly direct marketing and CE were done by few available options like telephones, emails and door to door services. But now with passage of time this trend has been changed. Business are becoming more active in managing their customers by using rapid advances in database technologies and marketing media. In this regard, internet and social media are playing the vital roles. Now businesses are giving more comfort zone to their customers by having their feedback and promoting a product on social sites like Facebook and Twitter etc. This rise in social Web has changed the way in which businesses of all sizes engaged with their customers. Now business believes that they can have more loyal customers if they communicate or engage them via social media.
    To conclude, in past CE was quite ineffective because customers were not given with so much options to give their feedback, discuss their problems and share their experience about any product/service. Now, new alternatives of engaging customers are leading to better and effective CE. All Businesses should consider Social Web as a tool for managing customers well and having more loyal buyers.

  10. in past decade there were few sources to advertise your product like print media, they advertised their product on t.v or radio but now a days marketing has totally changed. There are so many ways to advertise our product like internet, social websites, hording, banners etc. online marketing has totally change the way of advertising our product that thing was not present in past decade. engagement of customers was also absent

  11. Engaging customers today is quite easy compared to engaging them a decade ago as technology has devastated the traditional marketing techniques. Though, technology plays a very important part in giving the edge to products of certain companies over others but in my view point it is always the characteristics of a product that keeps it distinguished. The social networking websites have outdated the conventional marketing techniques and have made it easier for marketers to understand what people want from their product as they now have the freedom of two-way communication. In this regard, marketers can always work upon the added features that people want from the product and then reposition it in a befitting manner.
    Indeed, social media has changed the ways, how marketers promote their products and how the consumers perceive them.

  12. Engaging customers today is quite easy compared to engaging them a decade ago as technology has devastated the traditional marketing techniques. Though, technology plays a very important part in giving the edge to products of certain companies over others but in my view point it is always the characteristics of a product that keeps it distinguished. The social networking websites have outdated the conventional marketing techniques and have made it easier for marketers to understand what people want from their product as they now have the freedom of two-way communication. In this regard, marketers can always work upon the added features that people want from the product and then reposition it in a befitting manner.
    Indeed, social media has changed the ways, how marketers promote their products and how the consumers perceive them.

  13. From the last decade, marketers are putting a lot of effort for engaging customers with the products by different techniques like making distinct online marketing campaigns, attractive advertisements, after sale services etc. Nowadays products are mostly customer based; keeping in view customer needs and demands. Previously neither the products were designed specifically to satisfy people’s particular demands, neither a lot of effort was done to market the product efficiently.
    These days the customer is the highest priority and marketers put their every effort to involve him as a part of the product process, and satisfy his particular needs effectively. Customer’s importance in 20th century can be evident from the phrase, “The customer is always right”, which was used and applied by many retail stores all over the world.

  14. With time, marketing trends changing, one could cannot compete in engaging customers without following the latest marketing techniques such as social media management etc. Social networking plays an essential role in engaging customers and have a comparative edge in marketing industry. Customer completely controls what and when they want to be updated with the latest product, social-web have the power of attraction in a social media environment.
    To recapitulate, conventional marketing is replaced by web marketing.

  15. Well it really depends on the quality of engagement and honestly online engagement with a brand wouldn’t do any good to that brand until and unless the experience is felt by the customer. No doubt the power of engagement has increased over the past decade. Social websites gains popularity for a brand but the true question is does it earn loyal customers? People can exchange thousand of comments on twitter, facebook etc, but how many will go out and check a brand in person? Customer engagement is not the only or last resort for a brand. It’s much beyond that; it’s the results!

  16. In my opinion marketing trends have been changed a lot these days as compared to the last decade. Nowadays there are numerous other ways for engaging customers and to make more effective customer relationships. Due to technological improvement most of the customer engagement services are provided through internet where as a decade ago the same services were provided only through television and newspaper which were the only ways available for firms to advertise their product or to engage with customers about the product. Nowadays many companies and firms are using social media such as facebook, twitter, and other platforms not only to advertise their product but also to know the market trends, demands of the customers and so on. Now companies prefer to develop a customer oriented product which can satisfy the needs of the consumer so the company could maximize its profitability. INTERNET is the most important platform which nowadays marketers use to promote their product through e-businesses,

  17. In my opinion marketing trends have been changed a lot these days as compared to the last decade. Nowadays there are numerous other ways for engaging customers and to make more effective customer relationships. Due to technological improvement most of the customer engagement services are provided through internet where as a decade ago the same services were provided only through television and newspaper which were the only ways available for firms to advertise their product or to engage with customers about the product. Nowadays many companies and firms are using social media such as facebook, twitter, and other platforms not only to advertise their product but also to know the market trends, demands of the customers and so on. Now companies prefer to develop a customer oriented product which can satisfy the needs of the consumer so the company could maximize its profitability. INTERNET is the most important platform which nowadays marketers use to promote their product through e-businesses.

  18. In my opinion marketing trends have been changed a lot these days as compared to the last decade. Nowadays there are numerous other ways for engaging customers and to make more effective customer relationships. Due to technological improvement most of the customer engagement services are provided through internet where as a decade ago the same services were provided only through television and newspaper which were the only ways available for firms to advertise their product or to engage with customers about the product. Nowadays many companies and firms are using social media such as facebook, twitter, and other platforms not only to advertise their product but also to know the market trends, demands of the customers and so on. Now companies prefer to develop a customer oriented product which can satisfy the needs of the consumer so the company could maximize its profitability. INTERNET is the most important platform which nowadays marketers use to promote their product through e-businesses.

  19. In the past marketers were unable to communicate with their customers effectively. At that time, there were no effective means of communication. People did not have awareness about the new things in the market. People did not have enough options for the selection of certain products, due to lack of information.
    But now the situation is quite different. Now marketers have many different means of communication such as internet, social media, blogs, television, magazine etc. Especially blogs and social media have provided a great platform to customers, where they can express their views and ideas about the products. Or you can say that the interaction with the customers have become easy.

  20. I must say, the way customers were engaged in past is a lot different than the way they are engaged now. There’s a gradient! Now marketers have come up with so many different ways of interacting with their customers. They prefer knowing what their customers think about their product, their likes and dislikes, their views, their suggestions, over not knowing. Earlier, Marketers focused more on pulling the customers towards them. This was done by promoting the usability attributes of the product, its features, interactive quality etc. They hardly focused on what customers thought of the product. I personally like this two way interaction a lot and the way marketers are doing it, it’s unbelievable! Often I find it very difficult to imagine what the world of marketing would have been without it and this leads me to wonder “GOD! WHAT’S NEXT??”

  21. In my opinion, it is much easier to promote and engage customers than it was a decade ago. Previously medium of advertisement was mostly through print media with less focus on television advertisements. Moreover, if there were advertisements on TV, they were usually played in prime time and that time was occupied by older generation than younger generation. Now a days, companies can target their customer through different mediums of electronic and print media including telecommunication technology. In order to target young generation they have medium of Facebook, You-tube, tele-marketing etc which were not available before.

  22. When we talk about the modern world, when the technology is much advanced as compare to past, the complicated techniques are replaced by the easier techniques so it has become essential to adopt these modern marketing techniques for the deep customers engagement and to run a business successfully than to use older marketing techniques. A decade ago there were not so many mediums of communication so at that time it was difficult for the people to get information about the new product or even a good quality product. so now a days it has become much easier get information about the best quality product which we want to buy.

  23. From my point of view at this aspect of marketing…there’s a lot of difference as in past decade and now a days, before MARKETING was done through radio, television, pamphlets and other sources which are not as modern as social media is now a days…Infact there are some businesses which just start their work with social media advertisements,and promotional activities on social media, the social networking is Vast ..now people use it very much and in results the new business get introduced to them very easily ,the most important advantage is that this give the quick feedback of the user aswell..the interaction between the customer and the seller bonds a strong relationship, people like to spend their time more on facebooking and other social websites as compare to they prefer reading magazines, watching tv or listening Radio..
    so you can easily say that past decades ways to market is much different then these days of marketing…

  24. In modern era trick of trade has been changed. The traditional approaches to engage customers are being outdated. A decade ago it was print media; they advertise their product on TV or radio. Social media are an opportunity to deeply connect with your customer creating consumer advocates and increasing ticket advocate. The powerful thing about engaging customer with social media is his creates brand promoters .this can be a small business with a limit budgets best friend. The fact, people give more weight to personal recommendation, and then they do advertising when it comes to purchase decision. Social media is the cheap form of branding .Its building a relation with customer; more or less .This often includes expressing a personality, communication with customer and familiarizing them with your brand. Customer completely controls what and when they want to be updated with the latest product, social-web has the power of attraction in a social media environment. Now days effective different means of engaging customers is done through internet, social media, ads on banners, blogs, bill boards, television, E-business, magazines etc.

  25. “VOICE OF CUSTOMERS” is everything now a days. Today’s as world is turning into global world, it is much easier to connect and engage with your customers through social media etc. If you have more involvement of customers, they feel happy and comfortable with your product. You can receive suggestions from customers and can easily develop customers oriented products. To be competitive in this age of faster communication, it is mandatory to remain in touch with your customers.

  26. A decade ago customer engagement was more in traditional ways and marketers couldn’t able to communicate with their customers effectively. But now engaging customers have revolutionized. The web and other digital communications have changed the whole picture of communication. Social media has played a great role in engaging customers and gave an opportunity to the customers to connect and interact with the brands or the companies whenever they want. Many brands and companies are taking advantage of this advancement and encouraging the customers to interact with them so they could get to know about what customers think of their products or services .

  27. Engaging customers today and engaging them a decade ago is a whole different story. Today internet and social media has opened so many doors for the world of marketing. A decade ago it was the traditional television, radio newspaper and magazines. But now its all around us and I believe that marketing has become more easier for the companies because they are able to attract customers from the medium they use the most in their everyday lives for i.e internet, facebook, twitter etc

  28. I think when you compare ten years ago with today, there is a big difference in the way marketing people engage customers. Well social media is the thing definitely. Nowadays whenever someone starts a new brand, the first thing that comes into mind is getting a Facebook page made – just an example. I think the customer is more accessible now and smart marketing people can definitely engage them more effectively by using all the new technologies, by using digital advertising, by social media and other more recent forms of marketing communications. Through the virtual world smart marketers can better negage their customers.

  29. Well I think traditional marketing in diminishing and new marketing concept entering now. This is the era of relationship marketing. Marketers took advertisement to attract customer and build long term relation that is what the new era of engaging customer. Now a day’s media is very fast. The flow of communication is very rapid so that is why engaging customer is very easy now.

  30. Engaging customers today is the litmus test of the product. The larger the response of the customers, the bigger the sale… In earlier days the sale and outcome was analysed after the launch but nowadays social platforms and digital ads have taken over. So in short today the customers are an easy catch for the companies as compared to the olden days.

  31. In essence customer engagement has not changed at all. However, the execution of the engagement process itself has changed. Basically, the customer still looks for something that he wants at a price that he is willing to pay (paraphrased from the TESCO article we read last fall), the brand needs to become something the customer wants through its attribute and eventually become so in line with what the customer wants that the price of the brand becomes the price the customer is willing to pay. Yes, in the last decade methods of execution have changed, however the very foundation of it has remained the same.

  32. Engaging customers today is quite different from the past decade because today Marketers have different tools to engage the customer. Because if we want to buy any product then we can go on Social media pages and website of the company. Companies hire the people specially to manage the social media and website. Because customers can easily find the info which they need by going on social media and website. Companies are providing the quick response facilities by social media and call centre to be engaged with the customers.companies also get feedback about their products. In the today’s digital age companies use to send their representatives in big retail stores e.g. Al-Fatah, Hyper Star, and Metro to get feedback (Packaging,Price range and Quality) and to remain engaged with their customers.

  33. The intensity of competition has led to companies employing myriad techniques to grab customer attention and engage them. It’s not enough that companies get attention by just lowering prices. Now it’s about using vibrant colors, using humor e.g. Ufone ads and billboards with flashing lights plus extensions to give life to the ad.
    Hence in my opinion, customer engagement today is very different from customer engagement a decade ago.

  34. For me the concept of customer engagement has renewed or in other words refurbished. Even in the past most of the highly known businesses took care of their customers by providing good experience to them such as Disney land, McDonald’s etc like what is it which made McDonald’s what it is today? fast food, kids playing area, price or “overall experience” but with the passage of time social media and other means have come into play. Now companies don’t just sell but try to engage their very imp asset a customer. Whereas from the customer point of view although he is conscious about other factors but what overwhelms his interest includes the product plus his experience

  35. Engaging customers today is different from engaging customers a decade ago as social media has created multiple opportunities where marketers can interact with their customers. These widely accessible platforms were not so readily available a few years back as they are today. Customers have access to information regarding anything of their interest anytime they want, anywhere they want. Through social media, customers can give their insights, discuss any problems they are facing and share their personal experiences. Not only does this benefit the company but it also benefits other existing and potential customers. Social media is a cheaper yet a more advantageous way companies can market their products.

  36. Yes social media is playing a vital role in today’s world of marketing, its not only Print or Electronic media revolving around the upcoming brands, there is a lot which has changed the process of customer engagement. in the past decades marketers had to cover a long route to reach their customers but now social media has converted the process into a shortcut and that shortcut is named as “clicking” JUST CLICK AND BUY. But here is the reference of an article which stops us to use the worst ways to use social media to grow your business.
    http://socialmediatoday.com/fixcourse/793301/3-worst-ways-use-social-media-grow-your-business-and-what-you-should-do-instead

  37. Oh well, marketing strategies and how they affect the target market has drastically changed over the decade. Earlier, focusing on the “what” factor of the product was enough to persuade customers to go for a buy. However, nowadays it is more about the ‘why” factor. I mean why should I go for Coke rather than Pepsi? How is ECS any better than Stylo?
    This change has come about due to the market saturation of multiple competitive brands. These brands have to reach out to the hearts of the customers and not just their minds now through various marketing techniques. No wonder, marketing experts are going crazy from the past few years.. 😉

  38. I would like to say that, customers have developed such a taste that demands extreme level of quality control in order to achieve customer satisfaction. In last few years, consumers did not have the perfect knowledge about the product they wanted to buy but now due to the technological advancement consumers know a lot about their taste and they have become very quality conscious. For instance, I remember in my childhood there use to be only one or two types of Adidas Joggers but now after 8 to 10 years for every type of feet there is a different Jogger that includes (flat foot, Sami flat, ortho, and for every sport there is a different type). So this shows consumer awareness that how consumers have evolved their taste in last 10 years, that is why I think now a days its very difficult to convince a customer. To sum up, I would say that without efficient marketing it is like we are trying to grow a plant without water.

  39. In today’s competitive world, the customers are exposed to thousands of adds everyday mostly on different websites,social media and cellphones. Bombarding the customers with adds in any way possible is what marketing is today. A few years back the intensity of advertising was not to such a great extent and television, newspaper and radio were the most common types of media used. But now most of the people now go to google news instead of reading the paper so with changing trends there is a great difference in ways a product is marketed today.

  40. Customer engagement has become a vital issue nowadays as compared to the last decade as audiences have changed from being passive to being active and doing quite a bit of decision analysis before buying a product or maybe before becoming loyal to a product which the businesses seek to do in the long run. In order to make the long term customer loyalty possible, businesses over the years have tried to “involve” the customers truly at each step unlike the case in the past decade. For example, McDonald’s makes the “experience” special and how much that matters is explained in this article related to the “extraordinary” experience at LEGO: http://experiencematters.criticalmass.com/2010/05/14/extraordinary-experiences-lego/.

    Other than the “experience,” it is also “direct interaction” with the customers done with the help of the booming era of “digital marketing” nowadays unlike a decade ago. For example, Nestle FruitaVitals targets the youth through their facebook page to get all the necessary feedback. Other than interaction through the social networking sites almost all the companies have websites where the customers can give “feedback.” Nestle NATA nowadays is also being used as a helpline for queries. In a nutshell, it can be concluded by saying that with the change in customer trends and mindsets over the years, the marketing strategies, including customer engagement, have also changed.

  41. (I posted a comment earlier which is apparently not apparent 🙂 so I take another shot).
    With internet and e-technologies, customers are now more educated and themselves identify and search for products for their specific needs. For example you search for mobile phone on internet and get all information on that, then you just go to either some shop or any online store and get what you want according to your needs.

  42. According to my view, a lot has changed when it comes to marketing trends and methods and customer relatioships, over the past decade.
    This specific era has seen more technological advancements than any other time period in history.
    In the past, attracting customers towards your product was a fairly difficult task.
    There was the abscence of electronic media, and advertisements had to be printed on paper in designs that were not aided by computers and were not that attractive or inspiring as a result.The print media was active during those days, but this method was time consuming and expensive at the same time as pamphlets and posters had to be printed, and transported to various regions via roads, trains, or air.
    Things became much easier for the companies with the boom of the radio industry. Now they could advertise their product much easily and efficiently, but this was limited to verbal advertisement only and could not intrigue the customers that much.
    Things started to change as more and more people started using television sets.
    Now customers could see the product as well as listen to the manufacturers reviews regarding it. This was a succesful method of engaging the customers.
    Perhaps the biggest change came with the advent of the internet.
    Although progress and development was slow, but today, this is the most efficient way of advertising your product and reaching the potential customers in the market.
    Social websites allow companies to advertise their products to millions of internet users around the globe in a single click and at the expense of a really small amount as compared to the expenses that had to be borne in the past.
    With online shopping, the companies have provided the customers with the option of buying their product directly through the internet, and the product is delivered to the customer within a specific time period. This enables customers to shop and purchase your product from the comfort of their homes, while ensuring an immense rise in the sale of your product!
    Modern technology has hence played a very important role in reaching the potential customers in the market and has enabled companies to advertise their product and manage their sales with great ease.

  43. Today evry second day a new brand is being launched, so in order to advertise they are using evry possible way..internet bilboards tv adds etc… so now the customers have all necessary information about the product sitting at there home..v cn search anythng abt a desired product on internet..so smart marketing techniques have engaged the coustomers better..

  44. I believe that the basics of how brands used to communicate and engage customers a decade ago are almost similar to how it is today. What really has changed or increased is the portfolio of touch points. Remember what we have studied earlier about the integrated marketing communications, therefore what actually has increased are the touch points so that a brand has more chances to reach its target audience. In other words like Taseer has also pointed out that execution has changed.

  45. Marketing is now the key source of every company. A decade ago milk comes in Haleeb and at door by local “guala” but now Milk is not just milk its high advertising campaigns of “Tarang”, high family values and gathering of “Olpers” Just like that tea is engaged or associated with high value of “Vital Tea”. Where “lassi” is now on public media from roads of lahore.
    Today marketing is engaging customers by touching there portions of life. Emotionally, physiologically or in many ways. Where BMW is brand of young businessmen, then on the other hand mercedes is associated with corporate class(a bit old ones). A decade ago yogurt was only with local shops, now yogurt is a SBU of nestle used in daily routine.

  46. In my opinion, marketing a decade ago was costly and time consuming.

    Today, Internet has become the main tool for engaging the customers by providing prompt information regarding the commodity at the right time.
    Direct involvement with customers through Face book helps in evaluating the customers level of need and satisfaction. This lead the marketers to sell their product more effectively and increase their profitability.

  47. As the medium of communications become more and more diverse so do the marketing options. Today with a brand option available for every requirement / need of ours, the marketing of the products has also become a complex affair. A decade ago probably the social media facet was not there, the print and electronic medium were the prime communication tools employed in marketing and now other than the internet, fancy billboards and even bulk sms are being used.

  48. Marketing has been revolutionized in recent past due to advancements in media. In today’s age of information, companies are trying hard to find ways to reach out to the consumers, through various means. This involves, excessive use of mass communication media, specifically very recently, social media has made it possible for the companies to convey their message to the masses in an efficient and effective manner. The concept of finding and reaching out to a limited group of people, through specific marketing techniques, which has worked well in past, has been replaced by the concept of reaching out to as many as you can. Marketing therefore, has become a number game. More hits, more probability of increasing customer base. To help this phenomenon, social media has come in handy. Moreover, cell phone messages, web advertising, cold calling has become a hot business. Almost all of us must have received a persuasive call, text message or email from a local business by now. Just a generation ago, there was no such concept. The comparison tells us that marketing today is far more aggressive than it was a decade or two ago. Having said that, it is also believed that less has been done yet, since, customers are only informed about the product or services, and not persuaded enough to actually become a consumer for the product and services and companies that have analyzed the same, have already engaged a new wave of aggressive marketing technique experts, such as search engine optimizer, web developers, graphic designers, advertising experts, consumer behavior analysts, creative writers and cheap cold calling outsourced companies etc. This has given the field of marketing a new dimension and only time will tell, whether it will prove to be more effective that conventional marketing techniques.

  49. it has become diffcult to engage customer today because increased awareness. Customer of the present day know more about their rights and have a proper criteria in mind on which they judge products. The old customer used to work on intuition and used to value the message delivered to him no matter how fantastic it seemed.

  50. The statement is very true. With the efforts the marketers are putting in to their products, along with the vital role technological advancements have played, the traditional marketing ways have far been left behind. New and vast areas of marketing are the pivot points to a successful business. Customer oriented products pave the way towards increase in a company’s monopoly. Also, if otherwise, the marketing techniques used nowadays will surely manage to seek the attention of a customer, even if he wasn’t willing to get it in the first place.

  51. Customer Engagement in marketting has changed more over the past decade than anyone could have imagined. Newspapers, Television, Magazines are still useful today but since the advent of social media, online storefronts for even the highest luxury brands; its all about being current and relevant in this day and age. Whether its booking a vacation, to customising your own car, technology has paved a new frontier for all purposes, especially marketting.

  52. In my view customers today are more knowledgable and certainly well informed. Internet has revolutionized the way we see things. Google deserves special credit in this regard. Nowadays people are more adept at critically analyzing stuff. World has turned into global village which has certainly played a part in broadening the horizon of thoughts of people. Therefore, I feel that it is more difficult to engage customers in the present era than it was a few years back.

  53. as the ways of communication are changing now and then, marketers are trying to make their product/service shine among thousands using all possible medium of communication. In past a commodity was something which can satisfy wants and needs,but in present era a commodity has many things attached/associated with it. Just like when we open a COKE or a DAIRY MILK we just aren’t opening a soft drink or a chocolate but we are opening bundle of happiness with it, as their every campaign is somewhere supported by ‘Open happiness’ and ‘kuch meetha ho jai’. ENGAGING CUSTOMER HAS BECOME WAY AWAY EASIER THEN DECADE AGO.

  54. It is true that how the audiences view and respond to various adverstisements has changed over the decade. People have become more clever and now instead of taking face value of the marketing for a product, they like to dig deeper and find out whether the product actually stands for what it claims. This very change in audience reponses has led the current marketers to formulate newer strategies in which they can engage customers in a way that they are able to convince them to go for a purchase.

  55. In the past Print media, precisely newspapers, magazines, outdoor media such as billboards and radio were a source of advertisement. In the new world, the virtual world, Social media and Television play a vital role in building consumer base and maintaining loyalty. However, some people still value print media marketing as they print media is precise and its difficult to put everything in a print ad and such people want to be convinced through a precise marketing promotions. In the old days marketers didn't have opportunities such as text marketing through messages on phones, TV, Facebook etc as they have now.

  56. Social media changed the whole angle of marketing. Decade ago, you can only experince marketing through ads wheather its on T.v or newspapers or radio. Campaigns were there but not that high. Now game is in social media. People watch less T.v and newspapers no chance, they go to mails and websites, blogs etc. Many brands in Pakistan came up through social media marketing efforts. Mostly includes clothes ones. Social media have huge numbers of users and prefered consumers also, It make it easy for companies to intract with consumers easily. On T.V you dont wanna see all the ads, on roads you dont wanna see all the billboards doesnt mean its not effective but its also expensive. On internet you go search for the thing you want for you and here you go with all companies offering that thing. So by this companies now dont need to go to people, people come to them.

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