Article in DMNews June 21, 2010 — Are your customers’s falling in love with your competitor’s brands?

Posted by: in Social Media Insights & Trends on June 21, 2010

Below is an excerpt from a column I wrote for today’s DMNews after presenting at the Internet Retailers Conference last week. 

“Would you even know? Old models lock us into habits that may have worked in the 1990s, or even a few years ago, but not anymore. 

Many of us are still in love with the 4Ps, a strong model developed in 1960 that revolves around company-driven decisions on price, product, place and promotion.  After 50 years, it’s time for a new model to complement the 4Ps.  At the Internet Retailers Conference in early June, I spoke about the 4As, a 100% customer-driven model that is centered on awareness, assessment, action and ambassador phases………”

You can read the full column at

By: Bob Pearson

Bob is the President of W2O Group, an independent network of digital communications and marketing companies. He is an author, frequent speaker and instructor for Rutgers center for management development. After the success of his book Pre-Commerce, Bob is currently working on a new book on the future of media titled Storytizing that will be available in 2014. Prior to W2O Group, Bob worked as VP of Communities and Conversations at Dell to develop the Fortune 500’s first global social media function -- an industry-leading approach to the use of social media, as highlighted in the best seller, GroundSwell. Before Dell, Bob was Head of Global Corporate Communications and Head of Global Pharma Communications at Novartis Pharmaceuticals in Basel, Switzerland, where he served on the Pharma Executive Committee. He also serves on a variety of Boards in health and technology. Highlights include serving as an original member of the P&G digital advisory board and being appointed by the Governor of Texas to serve as chair and vice chair of the emerging technology fund for the State of Texas.

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Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on! Join the conversation #precommerce.

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