Did the essence of marketing really change over the past 10 years?

Of course it changed. years ago we spoke about marketing2.0 which was customer-oriented with main objective to satisfy and retain customers and now we are speaking about marketing3.0 which is value-driven with objective to make the world better. Now we are speaking about organisation which has vision, mission, objectives and use social media where customers are treat as human beings with mind, heart and soul. Brands have values, unique sales proposition, code of conduct where the main word is collaboration and respect for customers. Moreover responsible companies have a new department for corporate social responsibility and many of them go further and transport this department in Sustainability. 

It has and it is constantly changing due to the constant appearance of new tools and media, which, in turn have a created new types of consumers. Specially thanks to the growth of mobile navigation, the consumer journey looks a lot different from what it used to and today you have to earn the customer’s consideration and action, moment after moment, because people are more loyal to their need in the moment than to any particular brand. Now more than ever its important to be there and to be relevant, wether its useful or aspirational, and to be quick.