I read the marketing piece on online marketing. It brought up an issue that I have thought about. This issue is content based virality. It seems a lot of what I see online from companies is vitality for the sake of virality. The content is content for content sake but fails to connect or drive the conversation about the company any further.
Marketing online is about what you can learn from the customer through giving them the key to the conversation.
Im going to do some research on Fred Reicheld. Fred developed the NPS score and is a loyalty guru.

I just finished learning a lot about the NPS and three other scales used to predict customer loyalty. There is definitely a debate over the efficacy of the NPS. I will learn more about it, but on the face, it seems that a NPS runs contrary to the material I just read (the playbook article). Reducing people to a number and saying this person is a +40 promotor seems to be a risky way to make decisions. It implies that people don't change their minds and that their views will remain static. I will probably change my mind after educating myself more regarding the NPS.