Description

Since marketers are trailing consumers, neither barely playing catch-up by ‘joining the conversation’ on the Web 2.0, nor copying competitors will make the cut. What is truly needed for consumer industries is strong, fast evolution towards consumer-centric corporations – what we call end-to-end consumer engagement. Engagement means going beyond listening and marketing to truly engaging, in a dialogue of equals, with consumers. End-to-end means that it won’t be solely at the point of understanding the consumer problem or testing the prototype that interactions will happen. Engagement will need to occur throughout the value chain, from the initial idea to the test release, and continuous in time, enabling the company to accelerate and guide product/ service development and enhancements.