It’s not about the technology

New media, communities, customer intelligence and targeted marketing. Speak of them and the first thing that comes to mind is technology. Of course technology enabled all this to happen, but it is not about the technology. Technology is the enabler here, but it’s about how you adopt the technology and how well you consume it.

New media is there for all. People talk about everything. They search and research for things they buy. Technology empowered them to have access to unlimited information at their fingertips. Now it’s about how you, as a company or organization, can use the new media and reach your customers, how you can create interactive channels, how you can come out of the traditional media shells and meet your customers where they reside.

Communities are great platform for you to talk to your customers. Connected people, powerful devices and web-based platform can provide you all you need to interact with your customers. You got all the tools, so now it’s about how well you use them. It’s about how you take in the input from your customers, how welcome and important you make them feel and how you use the platform to promote your objective.

There’s large amount of data available to mine intelligence about your customers. Using data extraction and mining technology, you can find in-depth information about your customers. It’s about how you use this information, how you make your message more appealing to your audience and how you implement changes to provide the best products to your customers.

Technology is a great enabler. Over the ages it has opened new avenues and empowered us in new ways. That’s not going to stop. A decade from now, you will get something more revolutionary to make the current new media and customer intelligence appear traditional. The important thing is to accept it and make it about how we can use it and make the most of it.

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