The 4I’s of the New Marketing
Interactive - Dialogue-drive, permission-based. Rather than ‘Get the message out’ ‘Bring the customer in’ is the goal. The Internet is not the only way - face-to-face, consumer advisory councils, briefings and market audits are included.
Intuitive - Marketing research in a world of short life cycle competition is replaced by a ‘Fire, Re-aim, Fire’ strategy based on rapid execution and quick learning.
Integrated - Old views of marketing as a separate function give way to a realization that marketing is integrated into every functional area of the organization - executive management, operations, product development, sales and customer relations.
Individualized - Client segmentation and targeted messages has given way to personalized one-to-one relationships based on intimate customer knowledge.
Discussion: Do you agree with this ‘new’ view? Who looks wiser in 2001 - Toys R Us or E-Toys? Is it fair to compare these two organizations?