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How to Achieve Customer Driven Collaboration Marketing

by Synertegic

The emergence of collaboration marketing is due to the
astronomical rise and success of Internet businesses and the
marketing techniques that have grown from the expansion of the
World Wide Web. Many Internet marketing techniques mimic
traditional print marketing techniques and follow the design set
forth by these established techniques, but the innovation of the
Internet domain demands that these traditional techniques be
modified and expanded.

One of the biggest shifts in Internet marketing is from a
platform that is more customer driven and focused. Internet era
customers are more empowered and connected, which subtly shifts
the balance of power towards the customer and effects how
businesses must approach and relate to their clients.

Collaboration marketing is a type of marketing that has become
the product of the Internet era business. Customer driven
collaboration marketing understands and embraces the new role
that customers have in driving marketing techniques, and seeks to
work with customers and clients to maximize their input. This
recognition of power the customer holds means that they become
co-creators in the marketing process, and there is a reciprocal
relationship between businesses and customers.

The shift towards customer driven marketing is subtle, yet
powerful. The Internet has created a shift in marketing
practices, where the focus is more on relational exchanges than
transactional exchanges. Historically, marketing has been the
business of getting customers to buy your product, convincing
consumers that they need your product or that your product is
superior to other similar products in the marketplace.

As the Internet has developed and marketing techniques become
more savvy, in turn so has the customer. With ease they search
for what they need, and have it delivered directly to them. The
customer is no longer limited to what can be found in their
neighborhood or area. This empowers the customer to be choosier
with items they seek to purchase.

Marketing has typically existed on a platform in which you try
to find customers for the product or services your company sells.
This is straightforward and seems to make sense. But customer
driven marketing is about finding products to suit your
customers, rather than finding customers for your products, which
is a subtle but vastly important shift in thinking.

This is not to suggest that you abandon your existing marketing
techniques, particularly if they are successful for your
business. However: customer driven marketing is a shift in
thinking that allows customers to be more involved in the
products they are able to purchase from you. Perhaps you offer a
customer a chosen menu of services rather than a standard package
that is the same for each customer. The ways in which customer
driven collaboration marketing is manifested will differ for each
business, but it starts with a shift in your company's thinking.
A shift to thinking about customers and markets in terms of
inside out, rather than outside in.

Christian Fea, CEO of Synertegic, Inc. A strategic Collaboration
Marketing consulting firm empowering business owners to discover
and implement Integration, Alliance, and Joint Venture marketing
tactics to solve specific business challenges.
christian@synertegic.com http://www.christianfea.com

Syndicated by Top Gazebos - www.topgazebos.net

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