It’s difficult to have a one-way conversation. Yet, for many years, that’s what marketers have been doing with customer relationship marketing (CRM). When consumers filled out a form, swiped cards, or bought online, another nugget of data was used to deliver relevant content to entice a future purchase with that brand. Recent shifts in audience behavior have arisen that are making this form of customer relationship management increasingly ineffective and obsolete.
The digital world is evolving beyond content publishing and user discovery into a genuine peer-to-peer looking glass to view real-world, two-way conversations. While social media didn’t invent this notion, it did organize and amplify it in a way that established opportunity for collaborative knowledge and two-way, socialized customer relationships. Click here to see how Virgin Airlines and Starbucks are using socialized customer relationship marketing.