Big Data, or Big Disappointment?

The Web fosters a level of data democracy that we have never witnessed, which leads to transparency. That’s the bright side of democracy.

Then, there is the dark side. Anyone can call themselves an expert online. In fact, you can become a globally recognized blogger within days or weeks. This spells trouble and confusion for your customers.

As a marketing leader, what can you do about it?

First, you have to accept that the democratized Web is not stopping for anyone. Second, you have to consistently look for ways to earn and keep trust with your customers and prospects. Here are some ways to accomplish that:

  1. Diagnostics and surveys. For example, Symantec’s marketing team created a benchmarking tool called INFORM (INFOrmation assurance Risk Model) to help CIOs assess their IT risk and benchmark against their peers.
  2. Making your customer a star. Articulate, an online learning technology firm, has invented the “E-Learning Heroes” community where over 107,000 professionals gather to share templates, victories, and e-learning ideas.
  3. The Greater Good approach. The “triple bottom line,” socially responsible mantra that Seventh Generation, Tom’s Shoes, and Clif Bar have integrated into their operations shape their brand. These companies are committed to a purpose much greater than themselves, and want to create a better world.
  4. Customer wealth builder strategy. In my opinion, wealth is defined as discretionary time. If you can prove to your customer that you can streamline the time to they perform certain functions, you help them create white space on their calendar, and hence, more wealth. And as we know, free time is a precious commodity these days.

These five strategies will stretch your thinking on how you can stand out in a crowded, democratized customer universe.

Which strategy are you willing to implement now? Share your thoughts here.

Comments open: True

Related Posts

Lisa Nirell joins seasoned entrepreneur and author, Rhett Power,  for Power Lunch Live. They discuss how mindfulness helps leaders and marketers thrive during these tough times.

Read More

In the past 31 years of my career, I have deliberately avoided broadcasting and grandstanding when it came to social and political moments.

Now it’s different. America is burning, both figuratively and literally. Curfews are standard practice. The origin of “curfew” comes from the French word “couvre-feu.” This literally means cover fire.

And as a thought leader, adviser, coach, and the founder of several diverse professional communities, I can no longer cover the fire with politeness and positive thinking.

Read More

As marketing leaders, you know that a strong company culture cultivates a workforce of powerful brand advocates who enhance marketing efforts. What can marketing do to navigate the culture war that ensues in the face of increased M&A activity? Here are three rules of thumb to consider as you evaluate an M&A deal on the horizon, and when you are in the throes of a post-deal journey.

Read More