As online interaction proliferates, consumers are coming to expect more from the relationships they have with businesses. Now, people expect an interaction similar to what you might have with the owners of a mom-and-pop store, where they ask about your family and chat with you.

This differs from the type of interaction that has lately dominated the scene: the post industrial revolution conversation, which involved calling and waiting on hold for a representative that would read a very scripted response to any of your questions. With savvier consumers, you cannot get away with blanket campaigns anymore. Some may still work, but the ROI you get from a blanket campaign will not compare to that which you will get from a targeted approach. The Internet lets you have one-on-one interactions with your consumers, and that personal touch can go a long way toward making a good impression.

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