The Digital Campfire - How to Profit by Listening to your Customers
Trish Wheaton proposes “Active Listening” as the key to future success in the digital space. Shouting no longer works as a marketing approach. We are now in an era where marketers must listen to their customers as never before, because the voice of the customer is now in control. Wheaton offers a 5-part strategy for using the Web as a listening agent: profiling, prototyping, testing and optimization, consumer-generated content and digital eavesdropping. Presented at the WARC W1 Engaging and Co-creating with Consumers: Web 2.0 conference, London.
Trish Wheaton is Wunderman’s chief marketing officer and the company’s Canadian chairperson. She has served as chair of the Canadian Marketing Association, of which she was recently named an Honorary Life Member.