In most brand organizations, marketing investments rest on 20th century marketing principles whose results are diminishing every year. At the same time, an increasing portion of products and services are commoditizing, which puts more pressure on marketing to “create” differentiation and value. In many cases, there is no escape — except by changing the rules.
Here I’ll show how marketing can reinvent itself by using social business to tap a hidden gold mine. Here are the ways that CMOs can leverage digital world of mouth: