In the offline world we take it for granted that marketers listen to their customers' needs and desires, pay attention to inferences from their actions, and use the information to market to them directly, writes Neil Rosen in his book Chatter Marketing: Putting the Relationship Back in Customer Relationship Management. However, Rosen emphasizes that this attitude should extend into the online world. In fact, according to Rosen, savvy marketers are listening to what their customers and prospects have to say online, allowing them to market directly to them much earlier in the decision-making process. Rosen says, "Great marketers intuitively understand how chatter marketing works" and position themselves to leverage it to their advantage.

In this excerpt from Chatter Marketing, Rosen explain how listening to customers and using that insight can help marketers build customer relationship:

Support and grow relationships with your customers