Real-Time Marketing

It's no secret that managing a brand in today's chaotic marketplace is a daunting task. Consumers are bombarded with messages from broadcast and narrow-cast television, radio, on-line computer networks, the Internet, faxes, telemarketing, and niche magazines. But by harnessing new and emerging technologies, companies can start real-time dialogues with their customers and provide interactive services with valuable side effects. Netherlands-based Philips NV, for example, used a research team to brainstorm with children and adults to develop a new product; in the end, its enthusiastic young product developers became potential loyal customers. Marketing managers must take responsibility for systems that link companies with customers, suppliers, and distributors. They must give consumers access and learn to think of feedback as part of product development. They need to provide customers with support and information. Finally, they need to become personally competent in information technology and to expand the role of marketing within the organization.