I’d like to tip my hat to my colleague, Loren McDonald. His recent piece on the “8 Marketing Changes You Can’t Ignore” is very compelling.
His first two predictions in particular—“customer service is the new marketing” and “customers become your marketing department”—are spot on:
Customer service is the new marketing:
The changes in marketing remind me of the old saying from my parents, “Do as I say, not as I do.” As a young child, this worked. But as I got older, I paid a lot more attention to what they did than what they said. Customers are growing up, too. The world of social networks and the age of transparency are making it easy to see what companies DO. And, as a result, customers are paying less and less attention to what companies SAY. To put it another way, what companies say—their mass marketing—is getting less and less attention relative to their products and services—what they do.
Customers become your marketing department:
How does a prospect know what your company DOES? In the past, it was hard and prospects had no choice but to listen to what marketing told them. But in the new world of social networks, your prospects will simply listen to your customers. Like it or not, your customers are now playing a major role in marketing your products and services.