Wednesday, 28 November 2007

The Channel Of Me & The Channel Of Us

Two consumer mega-trends have emerged, both powered by the maturation of technologies that allow consumers to filter, screen, delete, take, consume and share what and when they like. These trends are the channel of me and the channel of us. In the Channel of Me, the consumer has become an editor, a cameraman and a censor. It presents a new culture of both control and customization, it creates a new model where the user is at the center and brands revolve, and evolve, around her.
The Channel of Us leverages the forces of collaboration and influence that have emerged in the connected society. At its best, the brand becomes a part of the conversations that are occurring naturally in these groups in an open, honest, flexible relationship with both the community and the individual.

The era of influence marketing - where we need to develop constituencies and not simply customer databases has come to CRM...

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