(1) In a world of rapid software development and cheap manufacturing, a product or service alone isn’t enough anymore. Companies that don’t want to be commoditized have to find more value. Apple’s service is a great example. Savvy companies are learning to offer value before and after the sale to differentiate themselves.

(2) Buyers now control much of the information flow. Potential buyers can gather much of the information they need on their own, delaying the start of the “sales interaction.” Companies can’t talk *at* potential buyers; they have to talk *with* potential buyers by interacting with them before–and if they are smart after–the sale.

More companies are defining themselves as services companies. Even companies that pour concrete and erect buildings increasingly consider themselves construction services firms. Sometimes a product, rather than being central as in the past, serves mainly to create a need for services because that is easier–and more profitable–to differentiate vs. the competition.

Professional services firms have understood this for a long time. You build relationships over time via repeated interactions that each deliver morsels of value, and after the engagement, you continue to nurture the client in expectations of the next gig or referrals.

Just as cloud computing completes the circle and returns us to time-sharing, social and communications technology have created a number of back-to-the-future elements for marketers. Solid fundamentals are more important than ever.

Greg

Firstly so its Digital Tonto not Digital Toronto

I’ve avoided coming to your blog in the mistaken belief it was a lively debate on Toronto’s famous digital community. All 4 of them. Inventing new search engines and stuff. But its Tonto. Not Toronto

Anyway I like this post a lot.

I’m not going to reiterate points you made very well, I agree with broadly all of it

1 thought
Could ads for some brands be enough? In fact the better route?