In this MediaPost article, the author urges search marketers to focus on connecting with individual customers rather than merely optimizing:
Search marketing must turn into a consumer service to help make the correct decisions when purchasing products or services, and connecting means figuring out what customers want and use their language to communicate with them. SEO professionals need to focus on what consumers need rather than getting higher ratings in search query results. Companies need to target teaching consumers, answering questions and providing support to enhance the buying experience.
The article’s advice can be applied to any brand trying to interact with customers. The consumer needs to be viewed as an individual with unique needs, not merely another Web page hit or a new Facebook fan. Understanding a customer and his or her needs is the first step toward truly connecting with a target audience.