Historically, marketing has been all about the product; however, today most marketing teams are striving to put the customer first. Of course, the teams still want to drive sales, but following the theory of “customer-centric marketing,” they now place the individual customer at the center of marketing design and delivery rather than the product.
This shift started with the realization that there is no “average” customer. Customers have different behaviors and preferences — and this presents rich opportunities to move past a “one-size-fits-all” marketing approach and improve conversions and sales.
