Put the customer in charge

Filed in archive Marketing on June 19, 2006

I've covered plenty of news and commentary about the peril the music industry is in. What's the solution? Marketing 101 provides a clue - Listen to the customer.

The Internet and the rise of Web 2.0 is about empowering people. It trickles to retail in "To Charge Up Customers, Put Customers in Charge." The article covers approaches such as letting customers design the product to creating intimate customer communities.

Giving your customers a voice isn't new to the music and video industries. Just look at American Idol. TV fans vote for the winner and flock to buy CDs from the manufactured pop stars they helped create.