Summary of It’s All About Connection

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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...


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