Customer Ecology


Your brand — and the enterprise that supports it — is an ecosystem. Helping each grow and prosper requires measured thought and action to:

  • Ensure relevancy of every customer contact;
  • Cultivate co-managed, micro-branded relationships; and
  • Empower your creative team and energize the process.

That’s what customer ecology is all about. This strategic creative process helps your enterprise build sustainable Web 2.0 marketing relationships. The process begins with listening that seeds strategic mapping, and moves on to contextual copy and design that:

Engages your consumers. Build community and net the results: customers, evangelists, influencers.

Enhances the message. Align brand touchpoints and customer sweetspots. The result is a natural conversation of integrated marketing messages that are contextual, relevant, and responsive.

Empowers the process. Cultivating relationships also cultivates your business process. Internally, this yields a customer-focused creative team. Externally, this energizes customers to co-own the branding process.

Customer ecology is marketing-efficient.

Your marketing conversations can be scaled to any goal, media, or market. Above all, customer ecology is highly efficient and strategic. First a contact map is laid of key touchpoints. A content map follows that seeds potential engagements with rich, relevant conversation. Net: engagement-rich, customized content that prompts targeted response with a unique level of intimacy. Over time, this builds customer loyalty, individually and collectively.

The long-term yield is mutual lifetime value for brands and their most loyal communities of customers, influencers, and evangelizers.

Customer ecology is sustainable.

What you can see is greater Return on Customer that goes hand in hand with Return on Investment. Actively managing customers and brand as equal assets grows a robust, sustainable Web 2.1 enterprise.

Please click the pages (header or sidebar) to find out how it can work for you.

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