Wired Customers

At the ''Wired Customers: Turning the Tide in Your Direction'' session at Syndicate, the panelists discussed how the new age of marketing entails allowing the customers to create their own ads/content about our company/products and how to facilitate that through customer evangelism.

So the challenge for marketers, according to the speakers, is actually getting out of the way for customers to communicate among themselves and the world about our company, even to use them to help us create our products.

In essence, marketing becomes a place for customers to come together and share experiences, content and knowledge.

To a certain extend I agree. We should also aspire to create "marketplaces" for our customers to use to get together and interact with eachother, at the same time interacting with our brand.

So, in a way, it's all about aggregation: aggregating customers (bringing them together) and for many companies on the other side aggregating providers (bringing content together).

Furthermore, in order to prosper in this marketing world, again according to the speakers at this panel, we need to change; we need to syndicate our content through as many channels as possible, even (or especially) if that means giving up some of the control we have, taking advantage of the channels that no one really owns.