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The Online Marketing Revolution

Newspaper, telephone, radio and television have been the main tools of marketing historically speaking. The Internet, however, brought a new understanding of how businesses are done. While the market has changed rapidly, the Internet brought the ability to do things at the speed of light in the business world. With the expansion of services and wider access, clients needed faster and more convenient service.

What is more comfortable than buying products while sitting on your sofa and then receiving them directly at your door?

Well, the Internet gave businesses the possibility to reach clients in every corner of the world. The management structure changed again because now owners had to create online websites with shopping applications. But it is not that simple: business websites also have to host written content that attracts customers and helps them be the most visible in the search engines. Buyers can now search through a collection of products, from clothing to food to home goods and beyond, and choose what they like best. This is another level of opening businesses to consumers. With so much available, including 24-hours-per-day call centers and mailing services, the client can keep in touch with the business all the time. This availability engages businesses to pay closer attention to customer behavior. Businesses get deeply involved in the lives of their clients, and this leads to the so-called “social marketing.”

Social marketing is a collection of techniques for changing behaviors. It began with using marketing tools for community-driven problems. Borrowing methods from commercial marketing, social marketing aims to change behaviors to solve societal issues like health problems, hunger, inefficient distribution of food, or shopping. Social marketing modified the perception of the “customer.” Until now, the customer was the “individual end user of a buying cycle,” but now social marketing has transformed the consumer into a collaborator or a partner. The management department must understand the clients and focus on improving the community and the customer’s life experience. Businesses must change the question from “Does the client need this product?” to “How can this product make the customer’s life better?” This proves that the constant cycle of change creates a dependency between the management and the consumer target inside a market.

By seeing how the marketing field developed throughout the years, we can understand that it has always changed in relation to the consumer’s requirement. The structure of a company is strongly related to the increasing demands of the customers because it is necessary to handle clients’ orders and survive as a business amidst the expansion of the market at the international level.