Brands have quickly realized the need to become part of the natural communication within social media.
Social media entry points…
When it became increasingly difficult to trust brands after: years of one-way communication, broadcast messages and nearly impossible (if not non-existent) customer service… People turned to People as the trusted source of information.
People aim to make intelligent decisions before purchase, leaning more on friends, family and those like-minded to guide them. As a result, a new Cycle-of-Courtesy has developed; where people compelled to share ideas and experiences with others, has become a common and expected task. It’s as if they feel it’s their duty, informing others is simply a natural part of the reciprocal process.
Reciprocal suggests depending on each other for “real” assurances and direction. Brands must enable reciprocal occasions; ensure relevance and respond to see results.
Brands that enable the consumer voice, personalization and co-creation are likely to develop effective and more sustainable social media connections. We expect social search and the demand for authentic content to deepen a brand’s reliance on digital media intelligence; this will feed into what we call the ecosystem of living intelligence and continuous connection.
27% of CMOs say online advertising, including social networking sites, accounts for most of their holiday advertising and marketing budget (Source:BDO)
Mobile is next
Mobile solutions make life easy. ComScore confirms the use of mobile content is increasing at a steady pace. People are using mobile tools to get information when and everywhere they want it. At the same time, reciprocal and the need to be social persuade checking-in and sharing experiences in real-time.
Mobile devices have the ability to be the ultimate connection with consumers. Brands must adopt the use of location-aware, scan-able ads and QR codes to extend the brand experience. Mobile coupons and payments will not only make purchases easy, but will offer rich insights that can be gathered at the time of purchase.
Imagine the ability to gather information, learn from each interaction and quickly adapt your strategy, before the next opportunity to connect…a true learning relationship.
Ecosystem of living intelligence and continuous connection
- Brands Defining Their Role in the Purchase Process and the Cycle of Courtesy (pallino1021.wordpress.com)