Marketing has historically centered around executives' visions, often sidelining consumer research that indicates what's effective. The shift towards customer-centric strategies begins helping address this discrepancy.
Companies like LEGO exemplify a new trend where consumer involvement is paramount; since 2008, they have encouraged fans to submit new product ideas that can be commercialized based on community support.
Digital-native companies showcase agility and direct consumer engagement despite limited marketing budgets. By utilizing social media, they gather insights swiftly, aligning products closely with consumer preferences.
The transformation from product-focused to consumer-focused marketing is crucial. Consumers are increasingly involved in co-creating products which enhances both engagement and satisfaction.
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