ON STRATEGIC MARKETING

I’d been asked to write an article on the impact of customer experience on strategic marketing. That was the working title anyway. I paused, and thought about the wave of human centred design practises, wielding their dark art on unsuspecting yet eager disciples, looking for the next big thing, the nirvana.

Have we reached the horizon of marketing products and services to people? Should we now focus on what’s left of the ever stripped marketing budget on building a brand promise or should we stick to the knitting and acquiring the customers to meet next quarter’s targets? Or is there