Big Data, or Big Disappointment?

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

Then, for sale 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

We recently surveyed our CMO members across North America to find out where they want to improve in 2015. One of the top 4 issues that CMOs want to address is their ability to manage priorities.

In my opinion, this issue isn’t just about time management. Sure, that is important. I believe we need to be fully aware of how we spend our time—and I talked about it extensively in my latest FastCompany post….

Read More

With the new year only weeks away, here it’s time to explore ways to stay ahead of the marketing curve in 2015. In my latest FastCompany post, store I share how marketing leaders can move away from “order taking marketing” and become visionary “market makers” with a strong voice in the C-suite.

Some key takeaways:

How to assess your value and how your peers perceive you
One step that can shift the leadership team’s perspective of your value forever
Trendspotting: Five areas to look for inspiration and insights
Three significant trends that will impact how marketers operate in 2015

You can read the entire FastCompany post here….

Read More