Customers, Channels and Horseless Carriages
How digital is fundamentally changing traditional approaches to the marketplace
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Since digital is so pervasive and disruptive, it's far more than just another channel. The growth of digital is turning the whole notion of channel or even cross-channel into a horseless-carriage conversation. Legacy language is being used to describe entirely new paradigms:
- Digital is pervasive — channels are intentionally discrete.
- Digital is people-centric — channels are traditionally product and internally focused, driven by company objectives, structures and processes.
- Digital is dynamic, contextual and personal — channels seek to focus, organize and standardize.
- Digital enables community — channels optimize distribution.
From Channel Centric to Customer Focused
It’s perhaps easy to dismiss the discussion as simply a matter of semantics or buzzwords. Besides, marketers and agencies have been talking about being "customer centric" for decades, right? So how is this any different?
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Steve Duesbury
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