The Feedback Loop

Analytics, measurement, social media, CRM, and direct marketing all have in common one thing. It is all about the feedback loop. Brands or people try to engage and connect a customer, audience or prospect, listen, learn or respond to their actions or communications and finally, make a decision to determine the next most relevant communication or engagement. It is a loop. Sometimes it goes on and on, sometimes it stops immediately, sometimes the communications remain the same, sometimes they change. But it is all about communication and conversation.

In rock 'n' roll music a feedback loop can be both bad and good. Feedback during a live show can be annoying, piercing and physically hurt or at least turn away your audience. It disconnects the listeners from the experience. But feedback loops of tonal, beautiful musical notes can become a bed of beautiful music that accompanies a song. Bands like "The Beatles" and "U2" come to mind as music that has leveraged this technique.

So what kind of feedback loop is your brand engaged with? Putting out screeching and obnoxious experiences that turn away customers and prospects? Things that "sound" like marketing spie and offer no chance for reciprocal dialogue? Or something that people connect with, want to engage with over and over again and appreciate? SOmething that people want to dialogue with and respond to?

Use the feedback loop to make good experiences better .