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ARF Marketing Shift on Fast Company

January 1, 2011

The ARF is collaborating with Fast Company to highlight how marketing thinking continues to shift as savvy consumers embrace technology.

We're in the age of one-to-one marketing, where the customer actually has a role in shaping the messaging for your brand. Social Media--blogs, Twitter, Facebook, wikis, user-generated tools--have provided all that is needed to effect whether your products and services do well in the marketplace. Long gone are the 4Ps of marketing, these are the days of the 4Cs, a customer centric approach that includes the customer's wants and needs; the cost to satisfy the customer; the convenience; and communication.

Traversing these murky waters can be difficult. Scary even, especially without a plan or understanding of the playing field. You want and need insight, and we've got it. Every week ARF & Fast Company will feature a new marketing innovations expert, sharing what they've learned and observed in the trenches, helping marketers everywhere take those steps toward the future. “Companies are losing control of how their brands are perceived in the digital age. Marketing Shift is an exploration of latest ideas and techniques being used to woo audiences instead of fight them, “ said Noah Robischon, Executive Editor

Check out the first post by Sharon Napier of Partners + Napier: Is Creativity Worth $964 an Hour?

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