The trends of marketing were recently discussed over a conclave held in Las Vegas. It emerged that brand trust equates to credibility and ultimately good for the business. Marketing is not about selling numbers, but in fact serving customers. Brand advocates are now extremely influential and businesses must invest aggressively in order to leverage them. Three decades back when a lot of today’s marketers started out, there was little in the way of marketing knowledge. But today there is deep understanding of data through extensive business analytics which has crunched minute chunks to produce detailed information. This has enabled marketers to understand customers like never before. People have realized that the present era is about people centre marketing. Today’s consumers do not have such depth of product loyalty as earlier generations and do not trust the national level politics. The only way to sell to them is by generating trust. Products or services need to be optimized for individual uses.


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