The authors have discussed various approaches the organizations will use modern knowledge to capitalize on customer involvement and transform brand conversation expertise and populations. Therefore, as the marketing world undergoes digital transformations the most essential tools for marketers will be maximizing on forming relationships with the customers and delivery of value to them by taking customers are the central nerve of the marketers’ activities.
These perceptions are echoed by Wong in the article “The Future of Advertising.” Wong makes a similar observation and argues that marketers’ competitiveness will be determined by their ability to identify customer’s specific needs and to satisfy that requirement in real time (Wong, 2015). Also, he argues that the era of mass-marketing products is coming to an end because although televisions and radios assist in reaching many audiences they are not sufficient for consumer engagement. On the contrary, marketers will use strategies to identify the exact needs of the consumer momentarily and satisfy that need in real time. Wong cites an example of Google and Apple use of mobile applications to control human health, cars and homes as a mark of the beginning of the digital era that leads instantaneous satisfaction consumer needs (Wong, 2015). Therefore, marketers will use various applications and devices to interact with consumers and deliver their value through the devices and applications
The book and the article presents the clear truth about the future marketing by arguing that the marketers should understand the specific needs and wants of the customers, focus on particular market segment which they can be able to satisfy and maximize on value creation to appeal to the customers and develop value for them (Kottler & Armstrong, 2015). Through such marketing practices, the organizations can enlarge