Ideas for leaders to engage directly with customers to shape their brand and marketplace success...
Since its debut E-commerce has been centered on the transaction, which represents less than one percent of the time we spend online. Now, we are entering the era of Pre-Commerce where customers make their own decision to buy or support a brand before the transaction.
Pre-Commerce explains how the exploding use of social media channels has fundamentally changed the way customers go about making their purchasing decisions, how they educate themselves and why they choose to support certain brands above others. It shows what executives must do to re-create the way their companies interact with and learn from their customers, employees and competitors. It includes exclusive interviews and anecdotes Pearson has conducted or experienced with numerous influential C-suite executives during his time as leader of Dells global social media team and as a consultant to Fortune 1000 companies, worldwide.
Pearson reveals that the best ideas are often free and the technology needed is rarely a cost-issue. Instead, it's a matter of the top executive deciding to adopt a new way of engaging directly with its customers.
Good for the marketing side of business. A bit fluffy and posturing but you cannot avoid that when dealing with business executives. Not a game changer but a good fundamental to grasp. I do wish he had hit rhetorics better- repeated/implemented previous chapters' lessons into the next chapter's conclusions.