Let me give credit where credit is due, I first heard the phrase “The Age of the Customer” from Forrester Research. It has a nice ring to it and IMO, it is a true reflection of buyer behavior today.
I have also heard/read the same phenomenon referred to as the Digital Disruption. Whatever you want to call it is fine with me, but the fact is that there has been a permanent shift in how customers interact with sellers now.
This means that sellers must change and adapt to new ways of acquiring new customers and keeping the current ones. If not, a more nimble and more relevant competitor who isn’t carrying the baggage of “old ways” of marketing will win over your customers and eat into your market share quickly. That’s the fact, Jack!