Book Summary: 'Citizen Marketers' by Ben McConnell and Jackie Huba

by Mack Collier

Who is a Citizen Marketer? The fan who creates his own poster and trailer for an upcoming movie is a Citizen Marketer. But a Citizen Marketer can also be the customer who creates an online community around saving a discontinued product, or the loyal customer who uses their bad customer service experience to bring about change within an organization. Above all else, Citizen Marketers are motivated by a sense of loyalty. The rise of social media tools has given citizen marketing its jumpstart into the business mainstream, and companies today must understand the what motivates their customers to make the transition to concerned Citizen Marketers, and who they are.... cont'd

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