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capture interactions that involve the social media blogs, social networks, and so on This is not something that has been easily available especially in a framework It seems that part of the technology solution is that they have prebuilt bridges to social networks like Facebook and APIs to customize the connections between the social networks and the enterprise or to build internal social network applications Plus, they provide social network analysis tools which allow you to discover which customers are influencing your database, as they put it in their promotional materials And all of this is on demand While trolling around the website, I found that they had a modestly interesting and certainly informally (entertainingly) written blog called Loyalty Dogs that basically covers topical areas like customer experience, loyalty (duh!), program analytics, technology trends, and interesting stuff Additionally, they have a Loyalty Lab Library, which is a compendium of recent articles drawn from the industry standard sources (such as they are) such as DestinationCRM and 1to1 Magazine, again on topical subjects What is glaringly missing in their library are the blog resources that could add a lot to their library or wiki resources or podcast links But that can be a niggling or painful omission, depending on your requirements This is something worth looking into further I m not sure how well executed it is I ve never seen it in a production environment so I don t know if R-A-E 30 even works But I have to say that Loyalty Lab at least seems to be not just paying attention to the customer that is now running the ecosystem, but also trying to capture what that customer is doing And that is attention-getting That s enough technology, I think Given that I started this whole thing with the idea of aligning sales and marketing, what better way to close the chapter than a pair of mini-conversations, one with senior marketing whiz John Cass, and the other with CRM and sales superstar Dr John Tanner, aka Jeff Tanner John Cass is someone I ve personally known since 2008, but knew of for his work at Forrester Research Group for years before He is one of the foremost experts in marketing in the United States and is not only a savant, but a genuinely good guy He is currently the director of marketing at ideaLaunch, a content marketing services company He also is smart enough to be part of the brain trust at the Society for New Communications Research, a leading think tank
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SaLeS and MaRketing: the CuStoMeR iS the Right SubjeCt
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in figuring out what the new paradigm for communications actually is So he s well worth listening to Which is why he s leading this conversation Mini-Conversation with John Cass
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Marketing is dead Social media has swept the need for promotion, advertising, and sales, and instead conversation, dialogue, and engagement have replaced traditional marketing techniques VRM is all about ordinary customers managing their vendors with tools, typically web based Those companies that can help enable customers to manage vendors will have more success in the future At least that s my understanding of the concept That s the story some social media evangelists would propose In reality, web 20 does not mean that marketing has ended but rather the Web and consumers new powers of creation and participation mean that it has never been easier to fulfill the real meaning of marketing Creating, communicating, delivering, and exchanging offerings that have value for customers and identifying, anticipating, and satisfying customer requirements are two descriptions at the core of both the American Marketing Association s and Chartered Institute of Marketing s definitions of marketing Both descriptions represent that marketing is and always has been about listening, observing customers to make something of value for customers The rise of social media does not mean the strategy of marketing has changed marketing, just the tools available to understand, anticipate, and innovate based upon customer needs Customers coming together on the Web are able to create their own content about products, brands, and ideas, on their own sites, blogs, or in social networking sites such as Facebook That ability to easily connect and create content changes the relationship between customers and companies Consumers have more power to discuss and influence other consumers without having to go through mainstream media Companies also have the ability to connect with customers for customer service, innovation, and customer evangelism For marketers steeped in the tradition of push marketing, the new Web is a challenge; you can push your message, but be prepared for customers to interact with your company and push back, sometimes with a louder voice than your company! Learning how to engage the community using social media for customer service, though leadership and innovation management, is something every company will have to learn eventually
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