Time to turn our attention to the biggest challenge in marketing: focus on the customer and the customer experience.
In our last Future of Marketing interview, Dr. Liz Alexander discussed thought leadership. Previous topics included Big Data, creating a content culture, the roles of content and technology, the future of search, the science of marketing, the rise of Content Brands and we asked whether the customer or the content is king in the future of marketing.
Today’s interview is with Daniel Newman (@DanielNewmanUV), Daniel serves as the Co-Founder and CEO of EC3. He is also the author of the best selling business book The Millennial CEO.
Tell us about yourself?
I’m on a never ending path to challenge the status quo. I always want people to meet me and feel like they’re just a little bit better for having crossed my path. Currently I’m the CEO and Co-Founder of EC3 a Cloud based communications company that is disrupting the way businesses communicate. The reason I’m here is because I believed that what we did could make businesses run better. Who wouldn’t want to be a part of something like that?
Tell me about a tough marketing challenge your team faces
Our organization is 100% B2B, so we have to constantly figure out how to help companies that need to move toward our solutions figure out how. Businesses rarely stop on a dime, but with the proliferation of tech they can hardly afford to stand still. We have to open their eyes to a better way of doing things while only mildly disrupting what pays their bills today.
How are you approaching that challenge?
Time is enemy number 1 when you are a start-up. With limited resources you have to spend it on things that make the largest impact. So I combat the challenge by giving support and resources to those that “Get it.” I think a lot of businesses spend too much time trying to convince people that don’t want to be convinced. That is out the window for me…
What we do provides tremendous value to businesses. If you don’t see it, I’m certain there are others that will.
What’s Your Prediction For The Future of Marketing?
Perhaps I have to believe this…But I think fast and small businesses will unseat a lot of complacent large companies. They are going to do this by delivering unequaled customer experience which is what the consumer seeks today. Social interactions will allow the entrepreneur to connect to the consumer like never before. It is hard for the big enterprise to make that connection and sometimes I’m not sure that the executives of these big companies want to.