Savvy marketers know who the real boss is: It's the customer. With the rise of social media and the proliferation of open dialog between companies and consumers, the customer has become more influential than ever. Today, a customer who has a positive experience with a brand becomes an advocate and an ally, referring friends and family to the brand. A customer who has a negative experience, on the other hand, isn't afraid to broadcast it via online comments and posts.
That's why 2014 will be a year when the customer rules -- and marketers need to know just how to communicate with customers, address their concerns, and meet their needs.
Silverpop, a marketing automation and email marketing solutions company, has published a useful white paper, "7 Key Marketing Trends for 2014," that points marketers in the right direction. In it, the company covers topics including remarketing to customers who abandoned shopping carts, leveraging physical locations to build opt-in lists, deploying highly personalized websites, and engaging customers when and where they want. It's a document well worth reading if you want to stay on the cutting edge of marketing.
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