As Marketers, you must be clearly seeing a trend in customers where they are more interested in usage than ownership.  Especially the millennial customer.
And true that is since one of the earliest business models that exist is very much viable even today. The pay-as-you-use model.  If you’ve ever used a rental car, you surely have experienced this business model that works best for you when you want it. Truth is today almost anything can be rented or leased without having to own it.

However, many businesses, like Advertising & Communications, traditionally do not engage on such a model, and rightly so. This is because it requires a lot of investment mutually in understanding the brand, the market, and the customer insights and also in the relationship, before you get a creative product or a strategic plan.

But this marketscape too can change when experienced strategic and creative minds with a wide spectrum exposure and deep knowledge can circumvent learning to the client’s advantage at their expense. The emphasis obviously is to deliver value at the point of need on a pay-as-you-use model, especially in a market where clients are more interested in impact than lengthy interactions, usage than ownership. This allows clients to gain value without having to reinvest in the agency’s understanding and learning. Customers also get that major advantage of speed too, which should be truly welcomed in today’s exacting business environment. This pay-as-you-use model which we call MarCom on Demand is first of its kind since customers get flexibility which will reflect in increased profits. Traditionally such business models work on an hourly/minute basis or on fixed flat rate basis or on a subscription basis.  This unique model has the potential to totally alter the communication services vertical. After all customer supremacy is what one always caters to.

Photo by Jon Tyson on Unsplash