"It's no longer about a marketer throwing a message out there and yelling at people, " adds Justin Cooper, chief innovation + marketing officer for Los Angeles-based Passenger, a software-as-a-service technology company that enables brands such as ABC and Coca-Cola to deploy online "private brand communities." "With digital, it's more of an organic approach. It's about tapping into the social context of consumer relationships. Consumers are co-creating the messaging and content, then organically disseminating it. That's return on influence."

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Think of consumers as partners, not 'targets'. Every company likes to brag about customer loyalty, but the relationships between many companies and their customers are only skin-deep, experts say. Customer relationship management is a fine tool--for you. But your relationship with your customers must be a two-way street.

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