MANAGING in the

NEW WORLD

The fast changing technology which allows us to be connected perpetually with our “social” world through mobile is completely changing the way in which we behave and how we live our life. This has serious implications for organizations including its marketers and leaders.Now the marketing communication cycle cannot be seen as a hierarchy of steps in sequence. Today, technology enables the consumer to take couple of steps like awareness, interest and evaluation almost simultaneously and even move through the cycle towards trial at unimaginable speed. Word-of-mouth is now instantaneous with a just a click on “thumbs down” button. It now important to understand the speed with which a consumer now wants to try your product and be ready for it at every point of interaction with the customer.Trial has become important for consumers. If they cannot physically try, they expect to be able to experience value themselves before making a decision. This is true for not only start-ups but also for established products. Perception is overshadowing reality. Our corporate strategy needs to enhance belief by delivering experience value at every consumer interaction point by bringing the physical and digital worlds together for customer engagement and satisfaction.

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