“The Distance to Your Customer Is Nil.” -- Hoover’s Business Insight Zone
That’s what I told my audience last week at the Inbound Marketing Summit held at Gillette Stadium in Foxborough, Massachusetts. The distance to your customer is nil because the wave of new social technologies — blogs, Twitter, Facebook, YouTube, etc. — has made it so easy, even frictionless, for customers to find out about your company, talk about it, and let you know what they think about it. We can fear this revolution, or we can embrace it as a chance to get back to our honorable roots as merchants, creating customers by discovering what they really value and then giving it to them.