Back to the future with the Engagement Economy
Columnist Chandar Pattabhiram explains the new Engagement Economy -- a world where everyone and everything is connected, fundamentally shifting the relationships between buyers and sellers.
Last week, Marketo’s Chief Executive Officer (and my boss), Steve Lucas, introduced a bold new concept: the Engagement Economy. This is a world where everyone and everything is connected, fundamentally shifting the relationships between buyers and sellers. It is a product of the ongoing digital transformation that businesses feel so acutely, but it has wide-ranging repercussions that affect everyone — customers, prospects, employees, partners and so on. It is a digital future that we are already living in, and companies that do not adapt risk being left behind.
The question, of course, is how do brands adapt? The answer lies in finding a way to offer consumers the authentic, personalized experiences that they crave, a task that largely falls to you, the marketer.
But in order for marketers to lead their companies to success within the Engagement Economy, they need to go back to the future. Here’s how.
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