Build Richer Customer Relationships Using 'Small Data'
Treat your customers like people, not marketing segments. The key: pay attention to tweets, Facebook posts and other data that can help personalize the relationship.
For businesses, there's more information about customers and potential customers than ever before. This means that every interaction between a business and a consumer is crucial because the impact of both positive and negative interactions can be amplified by that person and his or her social network. The traditional rules of marketing don't apply anymore. Customer engagement matters more than reach because the right engagement with the right people can have a greater impact than any Super Bowl advertisement. So, how can companies create personal engagement?
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