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PETER NOVOTNY: Any time that you can incorporate consumer
insights into your product and your marketing efforts, the
more often, the better.
And one thing that we found effective is to give users the
tools to give you that feedback to close the loop and
iterate faster, to get them what they're looking for and
what satisfies them.
We've moved from marketing as a push medium to more of a
pull type of medium where you're really empowering users
to give feedback and connect with each other in order to
find whatever they are looking.
So I think, for any business out there, embracing social
media is a must, giving users the tools they need and really
enabling them to give that feedback.