What is old is new again, only different

Everybody is talking about engagement marketing. You know the idea of "engaging" with your customers to find out what they want in the products or services you offer vs. selling based on price or other reasons. This is the new world of web 2.0. As new as this idea may be, it has always been around. The most successful companies are those that have always sought the input of their customers to define the products and services those companies sell. Because of all the back and forth communication now available on the web, companies now see the advantage of using social media to connect with their customers. The successful companies have already been doing this. Companies have been asking for customer feedback long before the web even existed in the form of surveys, questionnaires, focus groups, panel discussions and other methods. Why is it now that engagement marketing is such a big deal? Well for one, customers are now giving their input unsolicited where millions of people can see it. Secondly, customers are now taking upon themselves to get the information necessary to make the right purchasing decision. And, thirdly, with the amount of information at the consumers’ fingertips (literally), advertising is not as meaningful in persuading or influencing the buyer. All of this to say, engage your customers and actively solicit input to know what drives them, what influences them, and what is important to them.