Customers to Community

Customers' increasing demands for round-the-clock online interactions with brands is discussed by this 2009 article.

Customers to Community

Ann Lewnes

Breaking through the noise has never been more challenging. In 1971, when TV was the most sophisticated vehicle available for reaching customers, the average American was barraged with 560 advertising messages daily. By 1997 that number had increased to more than 3,000 per day. With new communication vehicles being added every year, consumers are being deluged with brands and messages.

The challenge doesn't come simply from the volume of messages but also from the way in which customers receive them. Back in 1971, the relationship between a business and its customers was mono-directional. Information went...

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