If marketing is a conversation, the key is to pay attention

06/24/2013 | Inc. online (free registration)

Marketers should use their work to engage customers the same way they would strike up a conversation, Jon Miller writes. Sometimes interactions are just about building a relationship without a direct gain such as when Egencia, the business travel division of Expedia, provided customers with updates and preparations for potential sequestration-related delays this year. "[S]ome of the best communication is educational or entertaining to the person on the other end of the conversation," Miller writes.

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