How to Think Like Your Customer Marketers behave differently online than their customers.Here's how to fix the disconnect and gain some insight into your customer base.

I downloaded Vine, the new short-video creation and sharing app for the iPhone, when it had been on the market less than a week. One of my first followers was Paul McCartney--yes, that Paul McCartney.

This thrilled me enormously. My family, however, was unimpressed. "What's Vine?" they asked. And, tragically, "Who's Paul McCartney?" (The latter from my teenage daughter.)

I was reminded of this disconnect when I read a report from Indianapolis-based e-mail and interactive marketing company ExactTarget, which found that marketers, as a group, behave differently online than their customers.