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Marketers, who were once tasked with just building awareness for companies, have evolved into brand ambassadors with a new boss: customers. Scrutiny or success of a campaign is determined and delivered by customers tweeting, blogging and voting with their dollars. Gone are the days of calling a marketing campaign successful, because it looked good and sales rose that quarter.
Today’s marketer is responsible for over delivering on customer expectations and proving that those efforts drove immediate revenue. As customers’ voices become louder, and as they interact with brands in more ways, the modern marketer’s job has become a lot more visible and complex — and the path to success is not so obvious…
