CRM Buyer Talkback

Re: Entering Marketing's Golden Age
Posted by: Denis Pombriant 2011-03-02 05:47:29

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There's a great Churchill quote, "Americans can always be counted on to do the right thing ... after they have exhausted all other possibilities," which I think applies to our long sojourn in the valley of social networking. Social networking is important and will be a major part of our future, but I can't help but think that the way we are approaching it is in the "all other possibilities" category. The approach is becoming important to get wrong, too. It's normal in the early phases of any trend that the marketplace tries many things, many approaches.

Great analysis
Posted by: azeemazhar 2011-03-02 05:54:33 In reply to: Denis Pombriant

Denis

Great analysis - agree there is a new age of marketing and it is customer driven, so companies need to be aware of that.

I would separate social-scoring from influence selling.

The way we look at this is that people have a series of attributes - including their financial capital, human capital and social capital, that help them get outcomes.

The trouble is that the social capital stuff -- which is relevant for you as an individual, and relevant for companies -- is hidden away and hard to make visible.

We'd like to make it visible.

"Influence' is one part of the social capital mix and is hard to separate from other elements - like your position within your networks and the way those networks respond to you. This stuff is valuable segmentation information - and for the consumer it means getting better services or offerings.