Blog: customer ecosystem

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The Customer Ecosystem - Part Deux

May 3 2010

In a previous blog post, I shared thoughts on a book chapter Naras and I are in the process of writing.  I thought I'd follow up by focusing on one of the key external drivers forcing CMOs to take a hard look at their ecosystems.

Changes in Consumer Behavior

In the not-too-distant past, if you wanted to "buy" something, you went to a store (or several), evaluated your options and ultimately made a purchase.  Now, brick and mortar stores have become little more than distribution centers for people who have done their "shopping" online and want the convenience of picking up in-store.  Since 2000, online retail shopping has grown by 210% and accounted for a $130 billion market in 2008, according to comScore (SCOR).  And while in-store sales are declining, online sales are, in fact, growing.

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Google Buzz Case Study - Find Your Own Aha! Moment

Feb 15 2010

Google Buzz LogoBuzz, Google's first true venture into the social media ecosystem has the feel of something familiar but also brings something very new that is loaded with potential. Though I am not going to walk through the in's and out's of what Buzz is (others have that covered), I will share something that happened to me while using it the other day that ultimately was my Google Buzz Aha! Moment. What happened was not planned. I didn't have to figure out how to do it. I just did it...without thinking....like a real, seamless, on-line conversation should be. 

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The Customer Ecosystem - a focus for CMOs

Dec 17 2009

Naras and I are in the process of writing a book chapter for a project called Masters in Marketing.  Focused on strategic brand management, the book largely provides guidance for marketers looking to understand how to strengthen their brand in an increasingly complex and interconnected world.  We've been tasked with writing about the "focus of the CMO"...and as you'll come to see, we go slightly against the grain; while brand matters, the customer and his/her ecosystem matter more.

Below is the start of our work.  I'll publish more pieces as it evolves, but I certainly welcome your input as we build out this chapter.

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