When you live in your customer’s experience, you realize the world is really changing. Technology has changed communications more in the past 10 years than previous generations saw in lifetimes. While it’s certainly a challenge to stay one step ahead, we’re at an incredible turning point. What was done before will no longer work, but the opportunity for success has never been greater.
Just think about direct marketing, telemarketing and communications 10 years ago. We really only had two options for customer outreach: earned media, through traditional news coverage, and paid media, through advertising.