Sharing is nothing new. But it has gone from a private or local behavior into a transformational movement. One of the drivers of this shift, is the technology that enables peer-to-peer sharing of goods, services, transportation, space and money at a speed and scale that were unimaginable a decade ago.
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Brands that behave more humanly, including showing their flaws, will be awesome. Success in business is more than just being aware of new techniques and technologies.
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“Most marketers think that the best way to hold onto customers is through “engagement” — interacting as much as possible with them and building relationships. It turns out that that’s rarely true. In a study involving more than 7000 consumers, we found that companies often have dangerously wrong ideas about how best to engage with customers. Consider these three myths.”
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