Customers and technology 'transforming marketing'

The marketing sector is entering a new generation thanks to new engagement technology that will allow those in sales jobs to have one-on-one conversations with customers.

According to marketing group Alterian, consumers have switched from being passive observers of brands into active participants who are shaping products thanks to advances in technology.

Michael Fisher, senior vice president for sales and marketing at the company, commented: "We're on the crux of a monumental shift in the marketing industry driven by the customers themselves.

"The agencies and companies that understand how to connect the channels and how they are influencing purchases will succeed."

The organisation went on to say customer engagement marketing techniques means that companies can utilise data to deliver the most relevant message, at the right time and in the correct tone.

Last month, sales performance company Miller Heiman claimed the biggest mistake those in sales jobs can make when faced with the economic downturn is to abandon their client.

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Filed: 10-06-2009