Arthur Miller's award-winning play, Death of a Salesman, was written in the late 1940s, but as the Huffington Post's Andy Betts writes, it also applies to today's digital landscape -- the traditional digital salesman is being killed by the rise of the hybrid marketer. It's a scene of confusion, yet one of opportunity.
Technology and social media have made word-of-mouth advertising more powerful than ever.
"Companies are now taking advantage of this new marketing reality, becoming more skilled at getting their customers to advocate for them, create peer influence in their markets, and make important contributions in areas like product development and services," wrote Bill Lee for the Harvard Business Review blog (Feb. 1).
According to Lee, customers excel at: social knowledge, credibility, persuasion, understanding buyer needs, and peer affiliation. In essence, it’s word-of-mouth marketing. Lee suggests involving your customers to help grow your business.
Back in January, in a blog post on the ROI of social commerce, my colleague Anne Forkutza wrote: Customer loyalty depends on a quality experience that extends beyond a simple transaction.
Essentially, she was saying that through social media, retailers have an opportunity to add value to the customer-retailer relationship -- to offer customers personalized information and to better understand their specific needs.