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

We’re living in a time of marketing liminality.  Some leaders feel as if they have one hand clinging to their Zoom rooms and one hand clinging to a dusty office HQ desk.

This messy middle moment is fueled by ever-changing customer expectations, dynamic workplace configurations, and  high team turnover. (I started to see these challenges emerge in 2018 and published 3 posts about them here.)

There is a silver lining to this liminal marketing moment….

Read More

The flurry of business activity– market selloffs, marketing planning, and volatile “back to work” policies—are putting a lot of us on edge. 

It’s even worse when you are faced with toxic team members or bosses. 

In this #Newsweek Livestream with Dorie Clark, I provide two steps you can immediately take to create more calm amidst the chaos:

Tell yourself a little mantra: “poise begins with a pause.” Set your clock and pause for one minute before your next big meeting….

Read More

How digital-ready is your team?

Take our 3 minute quiz to find out.