Emergic: Rajesh Jain's Blog

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Intent Marketing

October 2nd, 2006 · No Comments

The Doc Searls writes:

We need to serve market (not marketing) relationships that arise from decisions customers have already made to buy something. They have money in hand, and the intention to book a hotel, rent a car, buy a basketball backboard. Whatever they want, marketing’s job is done. Sales needs to show up now. But how? That’s the question. And the answers that work can’t come from the sell side. We need new means to the buyer’s ends, coming from the buyer’s side.

What I want is for vendors in an open and free market (not a proprietary silo like eBay or Amazon or Travelocity or some other intermediator with a walled garden) to respond to the intentions (or gestures, or expressions, or whatever) of the customer. On customers’ terms. I want to turn the tables on the lame customer management systems every big vendor has, and which have no idea how to relate. Especially to humans who would rather not be “managed”, thank you.

Tags: Software

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