Shift of Power to the Consumer

Shift of Power to the Consumer

My nephew Oliver illustrates the new found power of the consumer.

I am 4 pages into writing a new eBook.  We’re working on an accompanying InfoGraphic as well.  Stay tuned.  I’m having a blast writing it.

In some of my research, I came across what I think is one of the best statements of the tectonic shift away from Outbound and toward Inbound Marketing that I have ever read.  And it is not from a company that has anything to benefit from promoting Inbound.  Here you go . . .

Shift of Power to the Consumer

Euromonitor International published a study in January titled “Online Travel: Shift of Power to Consumers” with the following synopsis . . .

The online travel revolution which has taken place in the last 10 years has led to substantial changes in the travel industry’s competitive environment. These are so significant to force companies to re-think their business models. In particular, consumers now play a much more central and active role, while technology players have become essential partners for travel companies. Customer knowledge and social interaction are key requirements to compete successfully in this new environment. (emphasis ours)

Those are heavy words.  Revolution. Substantial. Significant. Force. Re-think. Essential. (more…)

5 Ways Content Puts Your Referral Engine in 5th Gear

The Referral Engine BookBeing part of a company with roots in web design for small business, I’ve heard it quite often. “I don’t need to market. My business is referral-based.”

That’s fantastic. I love and have run referral-based businesses. ITD Interactive gets most of our clients from referrals. But that doesn’t mean we don’t work at it.  We work hard to make sure our business is referrable.

I mentioned in yesterday’s Whiteboard Wednesday: How to Get Testimonials for a Website that John Jantsch’s book The Referral Engine  is one of my very favorite business books. This book can change the trajectory of your business in a hurry. Read it.

John’s chapter “Content as Marketing Driver” speaks directly to the “I don’t need to market” small business owner.  (It happens to be saturated with Inbound Marketing philosophy.)  You may have been thinking that Inbound is all about bringing in new business via search or social.  While that certainly does happen, Inbound is also about revving up your referrals.

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Education Breeds Referral

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Consumer Trends, Facebook, Inbound Marketing, Search Engine Optimization, SEO, SEO for Small Business, Social Media Marketing, Social Networking, Twitter, Web Marketing