Wall Street Journal (blog) IT Focus Shifts to Social, Brand Management Wall Street Journal (blog) Brand management is becoming one of the most important functions of business computing as companies shift away from simply processing historic data,...
|Scooped by Tennille Ziegler|
This article focuses on how business computing companies are changing the way they interact with their customers. They now focus on brand management and social media instead of processing historic data. As a part of brand management they are seeking out new ways to interact with and influence customers. I think this successfully shows how companies are evolving with their marketing strategies, in which brand management plays a very important role in this.
Also interesting that it is a business computing company making the change, it is quite common to expect companies in the media spotlight such as fashion brands to be changing their focus, but not so common to see computing companies publicly announcing their change in strategy.
This article mentions how the most profitable customer is no longer considered who spends the most, but is the one who influences the most. I think this is a very important point mentioned. As technology evolves, brands need to think about how they are reaching their target customers. For many, this is sending messages through brand influencers who other customers admire and value the opinion of. I think many companies will begin to look at targeting customers this way as advertising and marketing strategies continue to evolve.