Contemporary marketing trends: from one-to-one marketing and the service-dominant logic to M2M communications and netnography

In recent years, a strong and unexpected growth in take-up and use of digital devices and applications - phenomenon known under the term “Web 2.0” - enabled wide-ranging interaction and collaboration between consumers. Thus, users actually become participants (co-creators not end-users) that are strengthened through the network (as a collective resource). The newly acquired knowledge has led to a profound change in the way marketing professionals conceive marketing, as a whole, and the marketing mix, in particular. Therefore, the new mindset of contemporary marketers emphasizes the importance of co-generating value by involving customers in the design and improvement process of goods and rendered services.