A shift in Marketing Strategy

Whether we have observed it or not, in marketing the shift from product to the customer already progressed in the last two decades. Mc-Kinsey and co acknowledged it first 2009 by introducing CDJ (Consumer Decision Journey) model, later HBR published Rethinking Marketing in 2010 outlining this shift. If a brand is not on the right side of below shift, there is a big chance it will be left out by the consumer soon.


Push Brand                                   —> Serve Customer Segment

Product Manager Driven Strategy —> Customer Manager Driven Strategy

Word of Mouth                            —> Word of Mouse (or touchpad/ screen)

Product Profitability                      —> Customer Profitability

Brand Equity (Value of Brand)           —> Customer Equity (lifetime value of the customers)

Market Share                               —> Customer Equity Share

Sales Funnel                                —> CDJ

Market Budget (As Fixed Cost)         —> Marketing Investment (Customer equity as Asset)

Photo by Hello I'm Nik on Unsplash

(Photo by Hello I’m Nik on Unsplash)

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