Comments on: Web2RW2Web2RW… http://www.hyperorg.com/blogger/2007/08/27/web2rw2web2rw/ Let's just see what happens Sun, 16 Jun 2013 09:24:11 +0000 hourly 1 http://wordpress.org/?v=3.5.1 By: Mark Federman http://www.hyperorg.com/blogger/2007/08/27/web2rw2web2rw/comment-page-1/#comment-14078 Mark Federman Mon, 27 Aug 2007 17:12:24 +0000 http://www.leahweinberger.com/johotheblog_wp/?p=3919#comment-14078 I can’t help but think that this is an extension of the marketer’s mentality of “owning the customer.” Such a mentality comes from the idea that mindshare translates to marketshare, and even more insidiously, “walletshare,” that is, the percentage of your wallet that goes to them. The cynical thinking is that if the company “owns” you as a customer, they will, ipso facto own your mind, your share, and your wallet. In constructing these physical-cyber crossover marketing programs, they hope to increase their ownership.

What they don’t realize is that customers are becoming increasingly more resistant to being “owned,” and that participatory marketing, or relationship marketing, really has more to do with inviting customers into the marketing tent (as it were) and truly being open to their participation, beyond customer sat surveys and focus groups.

There is far more to developing a trust relationship between companies and their customers than merely creating more complex, multi-modal transactions.

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