That's what the majority of presenters at the eMarketing Association's conference this spring said was the most important action an organization should do online.
- Adam Richardson, Creative Director from Frog Design, said the marketers' "Number one job is understanding customers."
- Loren McDonald, V.P., Industrial Relations for Silverpop, gave an example of poor "listening" - a retail store that sent him email ads for engagement rings while he and his wife had been married 26 years.
When we do not listen our messages become irrelevant.
In the case of McDonald's engagement ring advertisement example, one can imagine why people tune out some organizations or consider their messages spam whether posted on Twitter or company email and whether the organization is for profit or not.
Listening is a critical organizational activity and should not be executed willy-nilly.