Marketers have to realise that in the modern marketing paradigm that they no longer control the conversation.
At best, marketers have to provide a framework whereby they can curate customer-focused interactions, measure the responses, and then optimise their brands for improved interactions & results.
One of the most important areas to support has to the development of Brand Advocates.
And, in my experience – Brand Advocates can be the difference between you understanding what are the parts of your brand proposition that the consumer truly values – VS a weak feedback loop whereby you can be feeling around in the dark to make changes that you may never know (if you are not data-driven enough) how impactful they are.
I came across this infographic today – and thought it broke this area down well. Some good data there too.