Sliding from the product marketing to the client marketing (1)

This is an exciting issue that I had the chance to study during my master in Dauphine. Marketing is linked with competition. A definition of a market is a place where demanders and suppliers meet. A company then need to communicate people to know about their products, and then differentiate itself to stand out the competition.

That is the beginning of marketing, who started at the early age of the civilization. Of course, techniques have improved, but basically, that means a company was focused on its products, and then was willing to find clients that would be interested by them.

But nowadays, clients are not that easy to fish. The competition is tougher than ever, markets not as extensible as before, and moreover the clients is more prepared to see the marketing tricks. The clients took power over the company, and now claims products adapted to their needs.

We are observing a deep change of the marketing trades. We have been used to speak to clients but never really listened to them. Now with the new technology, and in a high consuming civilization, customers acquired a high capacity to understand marketing tools and how to use them, but also understand its importance for a company.

We are transitioning from a product oriented marketing to a client oriented marketing, where companies have to listen to the client, and not make its products desirable but make the products desired.