For the last twenty years the Marketing world has been through a constant process of change, driven by technology. Powerful, low-cost databases now allow every business to know their customers and their behaviour–not just as statistics
but as individuals. New communications technologies let us establish ongoing interactive dialogues with our customers. At the same time, today's consumer is empowered as never before; has more choice and is more demanding of the products
they buy and the service they receive.This new marketing landscape requires new communications techniques. Marketers can no longer think in terms of the old, intrusive, one-way communications paradigm but must develop new skill sets
to develop effective conversations not only with their customers but with all the people who can impact on their business—customers, prospects, critics, consumer advocates, politicians, influencers, the media. They must simultaneously
reinforce their brand values, generate leads, close sales and ensure they are seen as good corporate citizens. And they must do it in such a way as to minimise costs and return the greatest value to their increasingly demanding shareholders.
This is marketing in the third millenium. This is the world of
Unlimited Marketing
.