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The Social Business Imperative: Adapting Your Business Model to the Always-Connected Customer, First Edition by Clara Shih

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6. Social Marketing: From Campaigns to Experiences

“A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is.”

—Scott Cook, Founder of Intuit

Just as sales organizations need to transform themselves, so too do today’s marketing departments. The biggest change is that marketing is no longer solely the job of marketers. Today’s brands are equally shaped by salespeople, customer service agents, and recruiters as well as customers, strangers, and influencers—often on social media. Marketers must consider and own the entire customer experience, even though much of it is beyond their direct control.

The other game-changer is the explosive growth in mobile capabilities and usage, particularly among millennials ...

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