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In April 2011 I wrote a blog on why great marketers need to think like their customers. Much has changed in the marketing world since then, what with the continued growth of digital marketing and social media plus the increased reliance on technology in marketing to name but a few. Customer-centricity has become a way of life for marketers as we struggle to find better and more effective ways to engage with our customers, identify influencers and remain relevant. With this in mind, I thought we should take another look at how the customer is impacting marketers today.

I’m sure this is a question many professional marketers ask themselves on a regular basis. Technology has had a huge impact throughout society, and marketing is no different.

The growth of the internet has provided access to a plethora of information, resources and tools we couldn’t have imagined even a few years ago. It's also enabled many ‘professionals’ to enter a variety of online businesses and promote themselves as experts in their field. This has created challenges for businesses looking to hire these companies - how to discern between legitimate companies that really know what they’re doing and those that don’t.