Chatter Marketing: Putting the Relationship Back in Customer Relationship Marketingby Neil Rosen
Every marketer's dream is to overhear what customers say about their company and discover their future purchasing plans. With Chatter Marketing, Neil Rosen reveals how keeping tabs on the "chatter" produced by customers-questions on Twitter, searches on
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A detailed guide to monitoring customers online-and then delivering exactly what they want, when they want it
Every marketer's dream is to overhear what customers say about their company and discover their future purchasing plans. With Chatter Marketing, Neil Rosen reveals how keeping tabs on the "chatter" produced by customers-questions on Twitter, searches on websites, products "liked" on Facebook, posts in user groups-gives marketers an unprecedented look into the minds of their customers.
Rosen shows how you can collect and analyze this chatter to
• get to consumers before they use a search engine and bring up competing products
• deliver just-in-time content-white papers, blog comments, or YouTube videos-that builds customer trust and seals the sale
• identify key customers-the ambassadors, influencers, and experts you want on your side
• build a website optimized for collecting chatter and interacting with consumers
• drastically increase customer retention and acquisition
As the trend away from traditional marketing continues, marketers face plenty of questions and challenges; Chatter Marketing is the perfect companion to help you succeed in this evolving online landscape.
Neil M. Rosen is president and CEO of eWayDirect (ewaydirect.com), a Connecticut-based emarketing company offering a single integrated platform that combines world-class email marketing, website reengagement, viral marketing, social networks, and desktop delivery with the ability to utilize all facets in an integrated strategy. Rosen's company works to connect email with social communities and social media with search marketing and direct mail capabilities. He is responsible for setting the company's strategic direction and for the development of new products. This is the third new venture he has founded and guided to success. In 1980, Neil founded the Bedroom Store, a retail furniture establishment that he expanded into a chain of six regional stores. He sold the chain to his employees in 1989 when he opened National School Reporting Services, Inc., which provides school-related information to relocating families. With continued entrepreneurial enthusiasm and a proven track record of successful ventures, Neil opened eWayDirect in 2000.
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