I Am Customer, Hear Me Roar

You already know you can no longer blow hot air advertising at people and have it work. Today’s media-saturated consumer is far too sophisticated for that. In fact, they’re often more sophisticated than the lummox marketers who think they can convince them of anything. In addition to sophisticated consumers, today’s media mix allows for more and more customer feedback, reviews, recommendations and referrals. You don’t just have to take this seriously in order to placate prospects and customers; you’ll also find in it a huge learning curve that’s worth having. “Send-to-Friend” appearing on websites (to take a dated example) gives you an idea of what articles are most popular on your site. What videos are looked at the most? What are people saying about you or your competitors? What keywords are they searching for? And so forth. It’s all worth knowing in order to better understand to whom you are talking. My dad always told me to listen before talking. It seems to make good sense in this realm, too.

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