Audiences at conferences are amazed by insights that seemed obvious years ago; the digital life remains a mystery to many and buzzwords and received wisdom continues to be spouted and not questioned.
So, in spite of the demographic realities, the considerable doubts about the longevity of brand loyalty and the radical changes to daily life that digital technology has wreaked, businesses still repeat the mantra of attracting youth, capturing new users and moulding technology to their traditional way of doing business. Changing marketing thinking in the corporate world is clearly akin to turning round an oil tanker.
When they act like they understand that it's the quality of your target customers not their age that matters; when they realise that existing customers are the key to retention and capture of new customers; and when they shape their business to reflect the realities of the digital lifestyle, then the oil tanker will, at least, have stopped.
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