Croxford was speaking at Revolution's Loyal Brand Advocates conference, which was held yesterday at London's The Selfridge.
"There's a digital chasm between SMEs and online customers," he said. "Web 2.0 tools are suited to SMEs as their [Web 2.0] characteristics make them harder for larger enterprise."
Croxford also said that the traditional route followed by large companies was holding them back.
"Brief; agency; campaign; customer doesn't work," he said. "There is too much distance [in time] between each stage. Most traditional marketers are not ready for ‘naked' conversations with their customers but their sales and customer service teams might be."
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