Understanding your Customers
This past week, SearchCRM.com interviewed marketing guru Seth Godin in its recurring Voices of CRM podcast series. One of the main things discussed was the concept of a flatter world – meaning that marketers no longer wield all encompassing power. This is a concept I wholeheartedly agree with. Customers/consumers now have a much stronger voice and choice for that matter – in fact, according to Seth, over 80 million people now have blogs. Aligning marketing efforts with this new voice may make new media seem an obvious choice, but it really has nothing to do with it. To understand a successful marketing approach is to understand that your customers now have the ability and choice to tell you when and how they want to engage you – and as Seth says, don’t use marketing data to help your bottom line, use it to help your customers.