How Marketing Moved from the Mass-Market Era to the Era of Relevance



Marketing’s focus has shifted from appealing to the mass-market in the 1960s to customer loyalty in the 2010s. The next stage will prioritize relevance: serving a customer’s most important needs in the moment. Consumer research shows that in the U.S. market alone, companies are already losing $1 trillion in annual revenues to their competitors because they are not consistently relevant enough


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