Building Community: Social Support for Digital Marketing

-Paul Gilliham

Something that has become abundantly clear to me in the 15+years I have been working with customers online is that even though you design and build cutting edge products, many of your customers often know more about using them than you. I think this revelation occurs to individuals long before organizations. It is pretty easy to suffer from organizational myopia, thinking that we know everything about the products or solutions we produce.

It is a company’s job to design and build products/solutions, yes; but customers’ jobs are using them every day to help run their businesses. This is especially relevant when we start to talk about high-tech products, particularly in the B2B sector, but can apply to just about anything from computers to guitars to food mixers.



Read the full blog post at Adobe Digital Marketing Blog