The fact that the electronic message was sent before the historic moment is symbolic of the power
the communication medium and what it meant to Obama's campaign. This observation serves as a notice
for businesses: Emails are more than just a means to communicate.
The campaign's use of electronic messaging to amass strong support also provides businesses an excellent
example of how those rising into positions of authority recognize, reason, and decide on the choices they
need to make. Exploiting the full understanding of this can translate into a huge competitive advantage.
Yes, many people use electronic means to communicate today. But how many CEOs use electronic messaging to
connect directly with their customers and partners to drive their product and service messages?
Companies now have a success story and a blueprint for transitioning their use of electronic messages from
a fringe "one of" a number of ways to drive products and services, to "the" way to anchor a marketing campaign.
This is a culture change not a technology change. Clear constant communication between recognized leaders in
the company and their customers by electronic means is the new way to reach "buyers" and win. |
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