A Reflection by
Undeniably, with the advancement of technology, changing trends and consumer behavior, marketing is become one of the complex field. For many years, marketers have been in continuous adjustment to an era of profound customer engagement. Competitions are tremendously increasing due to unavoidable changes; hence, many organization are becoming more committed on customers engagement and working towards redefining marketing organization. In the past, marketing was only the work of marketer, but in this era, marketing has become an affair of all the people in the organization. The authors are informing the audience on the how marketing should be the activity of everyone in an organization. With the introduction of social media, all individuals in an organization should focus on marketing issues. As a matter of fact, we are all marketers because marketing entails every aspect that all employees are doing.
The author primary audiences are those individuals who in one way or another are marketers. In fact, the authors have categorically elaborated the aspect of all being marketers in a modern way. Additionally, the audiences include senior executives, employees, and the entire path that the product s and service passes. Hence, the author is communicating to the primary audience in order to transform the marketing world to be all people affair. We are all marketers is an article written to endure that individuals become responsible and accountable in an organization, especially on marketing issues.
In the article, the author has stated a lot of evidence in justification of the fact that we are all marketers. For many, decade’s organizations and individuals have specifically allocated marketing issues to one department. Today, marketing is very advance, in that, it has gone beyond the traditional ways of marketing. Technology and globalization has ensured that the customer is communicated to so fast. For example, in the past marketing was carried out by the marketing department using billboards and television, but today marketing is done in the internet, and other social networks. Despite the improvement, the author further asserts that the consumer is also become so complex, and difficult to engage. Companies that have become successful have put much focus in engaging with the customers. The author uses companies’ such as America Express, and Starbucks who have emphasized on customer engagement. Senior official in American express agrees on the continued role of media in marketing, only that its roles keep on changing depending on the period. Customer are becoming too demanding, empowered, price sensitive and critical hence all marketers need to change strategies in order to satisfy the objectives and needs of the consumer.
In order to understand the consumer, it is essential to reinforce and address issues that affect the ever-changing consumer behavior. Moreover, clear delineation of roles and cross-functional collaboration will make it possible to gain insights, gather, collate, and disseminate information and data from every interaction with the customer. We are all marketers, but marketing is nowadays becoming science-driven. In consumer engagement process, there are many barriers, of which most of them are organizational. Interacting and understanding the consumer helps in redefining the traditional marketing in the organization. Transition is crucial in every organization; if companies do not embrace transition, then they are vulnerable to competitors who have understood the new period of consumer engagement.
The authors of this article have conveyed the message in a strategic manner, whereby they have shown how marketing is an all rounded process that entail all individuals. In fact, it is clear that all people in the firm are a marketer. We are all marketers because we are part of pervasive marketing, changing the marketing view, as well as evolution of engagement. Therefore, all people in an organization must master the art of engagement with customers to remain competitive in the technical markets.
