Ever hear of interaction? If you were a consumer of old you might ponder that question as there was a time when big industry or big retailer out there struggled to realize the true value of your input about their products or services. Sure, they would have a customer support department and most of the time your gripes or issues would get taken care of, but you never did feel as if you were a key part of the decision-making process, did you?

The definition of a good and healthy customer relationship is definitely changing. Marketers are being forced to “get with it” and be very creative about how they gather information from people, what the data is, what the consumer gets in return for providing you with the data and then how they use it.

The social media revolution is quite something. People are being way more conversational than they ever were. It is estimated that the average Twitter user communicates with about 500 people per day, albeit in an indirect manner, but more and more people are finding their voice and using it.

So much information and data is being generated by individuals that it is estimated that in 2009 the amount of data generated will be greater than during the entire history of mankind through 2008.

People like to belong – by joining communities, focus groups, forums, by jumping on the bandwagon of the latest trend – and they like to feel important. These are basic human needs. Savvy marketers realize the importance of gathering real comments and feedback and by making sure that this feedback reaches the potential new client during his or her decision-making project process.

People not only like to belong and like to feel important, but they need reassurance as well. This is known as “social proof.” Social proof is an increasingly more important part of marketing and goes a long way in the drive toward that decision making process.

As consumers see the value of their feedback companies that solicit such feedback will be under increasing pressure to give back something tangible in return. They realize that the kind of data being produced is of value and part of that value should be returned, be it in a better customer relationship management program or in the provision of tangible improvements to service.

The consumer is increasingly demanding and needs to know that his or her voice is being heard.

This revolution is taking place largely online. Marketers of all shapes and sizes must buy in to the social media revolution as it becomes an essential part of internet marketing for small business owners.

Nigel Evans

Internet Marketing for Small Business

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