A couple weeks ago I presented on a panel on Customer-centricity at Forrester's first ever Marketing Forum. There are many highlights from the show, one of which was a keynote from Lester Wunderman, the 'father' of direct marketing. Noah Elkin wrote a great summary of his lessons in iMedia recently. But for the sake of less is more, I want to call out one statement I thought was most salient regarding opening up conversations with customers and giving up some control in this new world of social commerce:
"We should embrace these conversations, and embrace the technology that helps us to improve our delivery of them, because in the end, the dialogue helps strengthens relationships, which a goal we can all agree upon, no matter what generation of marketing we belong to."