Summary of It’s All About Connection

Looking for the article?
We have the summary! Get the key insights in just 5 minutes.

It’s All About Connection summary
Start getting smarter:
or see our plans

Rating

8

Qualities

  • Concrete Examples
  • Applicable

Recommendation

In a world of ad-blocking software and skeptical consumers, the old ways of marketing are slipping away. Instead, companies have to find a new approach. Andrew Caravella of social media management tool Sprout Social argues that brands need to connect with their customers to truly succeed. In this well-structured, clearly written overview, he provides concrete examples of direct-to-consumer companies that are doing things right.

About the Author

Andrew Caravella is vice president of global partnerships at Sprout Social, a social media management tool.

 

Summary

Today’s consumers are skeptical of conventional advertising. They’re more likely to respond to companies that build relationships with them. Direct-to-consumer brands like Away are using storytelling to build communities of enthusiastic customers. The luggage supplier raised $700 million in venture capital after just three years of selling not just sleek, minimalist suitcases, but the exciting prospect of a life full of travel as well. Customers come back to companies that seem genuinely interested in them. ...


More on this topic

Customers who read this summary also read

The Wisdom of the Social Crowd
8
What CMOs Stand to Gain by Boosting Social Data’s Influence Organization-Wide
8
6 Social Commerce Trends You Absolutely Must Know
8
We Made These 10 Social Media Mistakes So You Don’t Have To
7
How to Build Your Social Media Marketing Strategy for 2019
8
How to Use Social Media in Your Career
8

Related Channels

Comment on this summary