Reflection by,
Conversably, marketing in the 21st century has become so complex activity. Technological advancement and globalization increases competition in the business world. In fact, engaging customers nowadays entails a commitment from everyone in the entire company. A redefined marketing strategy and organization is required in order to understand consumer behavior and marketing trends. The authors primary message to the reader is to try to elaborate on the responsibility and accountability in an organization. In most cases, people assert that marketing is the responsibility of all-individuals in the company, but when it comes to being accountable when problems arise, nobody wants to be accountable. Moreover, the authors message is to emphasize on transformation of marketing from a traditional way, to a modern way, driven by technology.
The authors emphasize on issues of marketing from a contemporary point of view. The primary audiences in this article include all the people in the company. Marketing is the responsibility of all the individuals in the organization. Moreover, senior executives are part of the audience. The author wants to ensure that senior executives start to draw a navigating map within the company that demonstrates the era of engagement. The author passes the message to this audience so as to be part of the transforming marketing issues in an organization.
The authors present several evidences in passing the message to the readers. Certainly, the author elaborates on marketing is the company, meaning that marketing should not be taken as a departmental affair, but rather the company issue. Evidently, marketing has gone beyond the use of television and billboards. Technology has introduces tremendous and fast ways of reaching the customer. Some of this includes phones, emails, social networks, blog post, as well as online review. For example, a company such as Zappos and Starbucks has gained competitive advantage because of superior engagement. Generally, the evidence is directed towards various kinds of activities that everyone strives in an organization to bring out excellent engagement on customer issues. Nevertheless, the authors claim that customer engagement should not be viewed as a series of discrete events. Marketing in an organization is typically a one process, which entails, brand management, customer relationship, as well as retail operations; all these operations make up customers experience. Basically, the authors present this evidence to show that everyone in a company is a marketer.
According to the authors, companies should develop and implement clear and substantive monitoring approaches so as to win consumer confidence. These approaches are aimed at ensuring that marketing is an activity for all in a company. In this case, it is easy to understand new customer behavior, new operational process, and technological changes. The chief executive, chief marketing officer, and senior-team members need to implement a shared approach for operating, designing, as well as renewing various customers touch points. Perhaps, has marketing become a more pervasive process, all marketers need to define responsibilities to collect and implement information received on consumer behavior. All individual being marketers in an organization is leads to achievement of goal of an organization. If marketing is left to few individuals, then marketing will not do what is expected.
The authors have conveyed the message in a procedural manner, whereby they explain various activities that entail marketing. Everyone is market because the entre compare is marketing; meaning everyone who is part of the company is a marketer. These include evolution of engagement, pervasive marketing, and making marketing a new look in an organization. The message conveyed has a lot of value to the audience. In the 21st century, marketing is important and should be interpreted in a comprehensive manner. The responsible stakeholders will ensure that the company becomes marketer. Generally, every company need to transform or else the competitors who have mastered the new engagement era will overtake them. Conclusively, we are all marketers, and everyone should work as a marketer.
