IT'S NOT ABOUT B2C. IT'S NOT ABOUT B2B. IT'S ABOUT P2P! | MARKETING MYTHBUSTERS #business

Knowing your customers is nothing new. Businesses have been marketing this way for centuries. Back in the days when people walked to stores rather than logged into them, businesses succeeded as much from knowing their customers as anything else. The local pharmacist would remember you were allergic to penicillin. The bakery would know that it's your son's birthday next week and would throw in a bag of donuts when you ordered the cake. Marketing buzzwords like customer centricity are nothing more than putting a new name on something that's been around for as long as commerce has. But success today is no longer just about reach. Reach or distribution. It's easy to get in front of your audience thanks to tools that scale further and wider than anything your grandfather could have imagined. But once you've got their attention, what are you going to do to keep them there? Unlike before, and perhaps unlike any other time in history, businesses can't solve this problem with technology, which is probably why so many big businesses don't get it. It's not about the communication channels themselves, it's about what's communicated. It's not about Instagram, LinkedIn, TikTok, AI, chatbots, or anything else practical. It's not about B2B or B2C, it's about P2P, people to people.