Chapter Marketing Why the ‘old’ 1 marketing in the moment should move on. for one and one for all’. Contrary to common belief, we are still dealing very much with mass marketing today. Be it in a totally different format than before. The mass is just hidden behind Remember when decision-makers could sit down and the individual. And he is a force to be reckoned with: as difficult to catch (or keep) as he is think? And then think some more? And dream up a clever, powerful. long-term plan? And then wait for the others to read it? And have it go back and forth until everyone–or the majority, or Our customers have indeed undergone a massive transformation over the last years. They just the one with the loudest voice—agreed that that was are more demanding, more vocal and more connected than ever. Their attention spans keep the way to go? And remember when the entire organization on shortening. So we will want to treat them in just the way they want. And they do want a ‘stuck’ to the plan for the entire period that it was meant to lot. They want to be recognized over all the different channels they are hopping between. be followed? Those days are pretty much over. They want relevant information, dialogue and welcome advice that recognizes them as the unique individual they believe themselves to be. ‘Old marketing’ approaches based on a 7 Today, we have changes and insights flying at us from all slowly evolving one-way monologue – telling them what to do, instead of listening to what directions. This is no time to be complacent. This is the they want - will no longer do in this new supersonic environment. moment for keeping up and running. The laws of the market have changed and so should we. Because this is the age of The Internet is responsible for the greater part of this evolution, of course. It has completely the community. The era of the network. The epoch of ‘all changed how consumers decide to buy. The purchasing process used to be a combination