Customers have access to near perfect information about products and power shifts towards them. They control the marketing mix, not you. They choose the medium and the message. Rather than receiving broadcast images, they do the casting. Marketers are losing control.
Relationships are now assets.
A firm's ability to engage customers, suppliers, and other partners in mutually beneficial value exchanges determines its relationship capital. The customer-facing aspects of relationship capital cause a profound rethinking of marketing. For the first time, companies can forge two-way, interactive, personalized relationships with all customers on a mass scale. While the virtue of deep relationships was always self-evident in theory, in reality it wasn't practical. Sellers and buyers have ongoing dialogue.