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Marketing In The Digital Age Essay

3047 words - 13 pages

Thanks to the variable environment and advanced technology, human life has evolved to a high level since 1990. With the advent of the digital age (1990s-present), human behaviour, especially customer behaviour influenced by political, economic, social and technological factor is increasingly complicated. Meanwhile, the market around customers has been changing more dramatically as time goes by with those electronic technological developments. Under this situation, marketers should optimise technological advantages, develop marketing theories to better know customers and enhance their marketing skills. As a saying goes ‘The Customer is king’, customers are always and forever the king in the market. This essay will explain the saying in current context and prove it as a continual trend, which will be analysed from the perspectives of customers and organisations respectively. In terms of customers, they are the king because the core of marketing is to deliver their value constantly. In addition, customers expect a king experience on product and service, and their urges for those are gradually amplified from past to future. Moreover, customers exposing themselves in their culture and group context are under the influence. With regard to organizations, they should make use of the digital advantage as an effective tool in this new environment. Also, in order to enable customers to have ‘king experience’, organisations should get to know different customers’ needs and personalize their service in accordance with those needs. Among those technological forces, social media and mobile applications are crucial weapons for firms to occupy the market. For both customers and organisations, the principle of marketing is the same as usual, while the way of marketing needs to be innovated in a global and variable environment.

Marketing exists to satisfy customers’ need at whatever time, including past, now and future. The market is composed of target customers and organisations. No matter how the environment is changing and even people are living in a different style during the digital age, customers remain their role as a king in the market. Organisations sell their products or service to customers, then receive the profits, buy and sell, as a cycle. In this process, those firms work as messengers to deliver value to customers and their great success depends on how well is the customers’ value delivered. Cisco Systems, Inc, maintain the market leadership in high technology area such as routing, switching and voice (Cisco, 2013), insists that 'customers come first’ (Cisco Overview, 2013) all the time. As customers’ value is extremely important for the development of any companies like Cisco, customers play an indispensable and significant role in markets, as a king to his people. Corporations need to give priority to customers in order achieve remarkable success in the markets, as ordinary people need to respect and solve kings problems to gain reward or...

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