Earlier today I mentioned a Hoover’s promotion on Twitter. A person I know through Twitter and LinkedIn responded, tried the product, and may purchase.
Here’s the interesting thing: in my career in traditional marketing, a campaign may drive thousands of leads. In that context I care about the customer experience as an abstraction: will a bad experience hamper the campaign performance?
I’ve never met this person face to face. We had a nice conversation via LinkedIn Answers and we interact on Twitter occasionally – not a deep relationship, just the ongoing stream of ideas that Twitter represents. Even so, I feel differently today. I’m concerned that Sales, Customer Support and other team members treat this person right.
Traditional marketing (online or offline) forces you to care about customer experience. Social media marketing goes deeper. It forces you to care about customers.
Is social media changing how marketing is done? Wrong question. The right one is this: is social media changing marketers?