Digitally Removing Ourselves from Customers

Sep 20, 2011
Mark Schaefer

Mark Schaefer

I’m a native Pennsylvanian and so excited to come home and meet many of my friends in central Pennsylvania soon. I think you’re going to enjoy my talk. I will be sharing some practical ideas and a few new perspectives that will make you see the future in a different way!

One of the things that distinguishes me as a blogger is that I have more gray hair than most! That experience can be a real advantage. It helps me connect the dots…see patterns…that others cannot.
I’ve been around long enough to remember when sales relationships were nurtured without the spin of social media, content marketing, or even the benefit of an email. You met people eye-to-eye, shook their hand firmly, and heard their stories over dinner, on the golf course, or at a holiday celebration. Those days are over.

Around 1998 or so, most businesses began to place some of our sales processes in one of these new-fangled operations called a website. Customers could view information about our company any time of day or night – and maybe even place or change an order! – without us.

We had unwittingly placed the first digital layer between our customers and ourselves, and it was a one-way ticket.

Today, people are spending more time on social media sites than websites. Most businesses are compelled to place content on this new “layer” too, in the hope that eventually somebody will find their way back to the website to actually place an order.

So, the implication is, we have created an entirely new digital layer on top of the web layer and taken yet another step away from our direct customer relationships.
In my keynote, I describe the next FOUR layers and the exciting and sobering consequences for our businesses. Can you even imagine what that might look like? Well, you no doubt have seen the signs…because it’s happening NOW!

I can’t wait to share these ideas with you and hear your thoughts on “Internet Layer Six!”
See you in Harrisburg on October 19!


Mark Schaefer will be a keynote speaker at our conference and is the author of The Tao of Twitter. He is on the marketing faculty of Rutgers University and is the brain behind {grow}, among the most influential marketing blogs of the world.

2 Comments. Leave new

Jason Konopinski
September 26, 2011 1:53 pm

Very much looking forward to seeing you, Mark!

Mark W Schaefer
September 27, 2011 3:24 am

Likewise Jason : )


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