Traditional sales and marketing tactics were mainly focused on pushing a message, pushing a meeting, pushing a contact. Content marketing is focused on the pull. It is about getting yourself distributed, so that when you customers come looking for what you have, they find you. Content marketing is about attracting customers, not clubbing them over the head and dragging them back to your cave.
You need to be prepared to manage the risks associated with operating in the digital era regardless of whether social media and other digital technologies are part of your organization’s strategic agenda. It is critical that you ensure your policies reflect digital era realities and that employees and managers understand not just the “new” rules, but also how “old” rules apply.
CRM software vendors tout a similar story-line. “Focus on customers,” they all basically say. SalesForce, for example, advocates creating an “Internet of Customers” and become a “Customer Company.” But paradoxically, customer fixation may not be how to best improve customer growth, engagement and customer experience. If anything, establish an “Internet of Not Only Customers.”