George Colony in an article at Forrester Research titled Interactive Marketers For Dummies (CEOs):
If you want to figure out what's going on with your young, digital customers, head down to your marketing department and ask to talk to the Interactive Marketer. She will give you a full briefing on the emerging consumer and how your company is going to cleverly become top-of-mind with this demanding, fickle, and growing group.
One day, many CEO's are going to look back and ask themselves where it all went wrong. Technology is disrupting many industries and those that ignore the change will be left behind. Just look at Nokia, RIM, Borders, Blockbuster, and the music industry.
Consumers' behaviours are changing fast.
Businesses need to adapt and, to paraphrase Wayne Gretzky, skate to where the puck is going, not where it has been.
In most large, established corporations, the people that are closer to the customer are usually the Interactive Mangers and Social Media teams. The former need to keep up with technology and how it affects their customers; the latter monitor their customers through social media platforms and understand first hand what they're experiencing with respect to the brand. CEOs and senior executives would be smart to spend some time with them.