How to think like your customer

Marketers behave differently online than their customers. Here’s how to fix the disconnect and gain some insight into your customer base.

I downloaded Vine, the new short-video creation and sharing app for the iPhone, when it had been on the market less than a week. One of my first followers was Paul McCartney–yes, that Paul McCartney.

This thrilled me enormously. My family, however, was unimpressed. “What’s Vine?” they asked. And, tragically, “Who’s Paul McCartney?” (The latter from my teenage daughter.)

I was reminded of this disconnect when I read a report from Indianapolis-based e-mail and interactive marketing company ExactTarget, which found that marketers, as a group, behave differently online than their customers.

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