Marketers are uneasy about the fact that technology gives consumers a voice and more power over brands. However, a shift in thinking turns this scenario from a challenge into a major opportunity. Truly understanding the wants and needs of consumers and engaging in a dialogue with them will allow marketers to create powerful strategies in this ‘always on’ world.
To be successful in this environment, marketers need to transform their thinking from a multi-channel marketing model to a customer interaction model–putting the customer at the center of strategies and leveraging the always on environment. Right now, the best way to do this is through social media. Social media is the foundation for the customer interaction model because it links together and facilitates the integration of marketing channels and it connects your consumers to each other and to your brand.
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Marina is a Digital Strategist at Arc Worldwide. She has an M.S. in Integrated Marketing Communications from Northwestern's Medill School and a B.S. in Marketing from Indiana University's Kelley School of Business. She is passionate about branding, social media, and digital marketing and loves to stay on top of trends and experiment with new tools. Connect with her on Twitter @marina81 or at
www.marinamolenda.com. 