Beach Walk Insights - Volume 2, Issue 4 - Play time 2m 35s
For a long time, suppliers had an advantage over their customers in that they were the primary source for information on what they were selling. Nowadays, information on almost any company's products and services can be found at the touch of a button, from some web based service or another (e.g. Trip adviser, Twitter, Facebook). This development has rebalanced the power in 'supplier-customer' relationships - now the customer is in charge.
With the ball now very much in the customer's court, it's better that you develop a strong online presence and actively engage with your customer through the social channels they use - sharing relevant content that you and other people have created.
By helping your customer better understand your marketplace you will develop a stronger relationship with them and become the go-to source of information.