Name of Publication: Forbes.

com
Date Issued: Feb 28, 2022
Title: How Marketing Is Being Reborn In The Digital Age
Name of Author: Steve Denning

Summary of the Article:

The article discusses the historical perception of marketing as a cost center
rather than an investment, with traditional methods relying on interruptive and
annoying advertising. However, the digital age has brought in a transformation in
marketing, focusing on data-connected content that empowers consumers through
their journey. The key to this shift lies in establishing a clear customer-focused
purpose, cultivating the right behavior and culture, creating content that guides the
consumer journey, showcasing how the firm improves customers' lives, refocusing
messaging on immersive content, and enabling co-creation of value.

Here are my key takeaways and reflections from the article:

Marketing is undergoing a revolution, and it's all about being a helpful guide
on your shopping journey. Imagine companies understanding your needs and
making your life easier, similar to a friendly advisor instead of a persistent vendor.
This change is driven by the internet, where companies can learn more about you
and tailor their approach.

So, how do brands become these "friend-marketers"? They prioritize people,

focusing on making their costumer’s life better, not just their pockets fatter.
Honesty and transparency are key, building trust by being genuine and simplifying
the buying process. Instead of empty claims, they showcase how their product or
service genuinely improves lives. Replace boring ads for engaging experiences,
and most importantly, they listen to their customers.

This "friend-marketer" approach resonates with both my Human Resource

background and Management studies. Just like how Human Resource empowers
employees, this method prioritizes customer satisfaction. Both fields value
transparency for building trust and strong relationships. Understanding people's

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needs is crucial. Both can learn from each other, especially about open
communication. Finally, collaboration is key, creating a favorable set-up for
everyone through a more human-centered experience.

Submitted by:
Faith S. Agpalo

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