Wednesday, September 28, 2011
Senior marketers at GE identify 3 digital trends
"1. Radical transparency – Your customers already know, or can quickly find out, everything about you and what you sell. As a result there’s an expectation of honesty: “There’s no hiding in today’s digital world… They expect you to be honest about how your products and services stack up – by sharing detailed descriptions of features and applications, multiple opinions, and even negative reviews.”
2. Micro-relevancy – This involves exploiting the power of digital platforms to target the right audience with the right offer at the right time, given that new online marketing tools can reveal who is using your digital content, what they are doing with it, and what they want: “Digital and social tools have enabled focusing on smaller, more meaningful segments of what was a broad, undefined ‘audience’. So, success is no longer measured in millions of pageviews.”
3. Open collaboration – This is about businesses and customers working together to create something of value. As Boff and Comstock explain, “We’re now having constructive conversations with our most knowledgeable and committed customers, whether through a customer advisory board, a user group that regularly gives product feedback, or an online customer-innovation center.” Such feedback can be of great benefit to product development and innovation pathways."