Start the Conversation and Get Going!
People are talking about your brand. Are you listening?
Social media has taken over our lives!!! That’s right, everyday millions of conversations take place over social media platforms like Twitter, Facebook, Instagram, Snapchat, Skype, forums, etc. These conversations are not just happening with friends and families but are also influencing companies. Social media interaction continues to rise as more people use it in both their personal and professional lives, and brands are responding by continually looking for new and innovative ways to engage with them.
All these conversations comprise pools of data, but “listening to the talk” can be challenging. How can companies make sense of this endless data to determine how and where to listen, identify what consumers are talking about, classify the types of content they are posting, and understand the behaviours they are engaging in?
Brand loyalty, customer engagement, qualified traffic and backlinks are not easy to come by. To get more, you need to give more. When it comes to social media, success comes from listening to your consumers, and providing them with the content they need, at the right time, and at the right place.
Those who don’t or have yet to embrace digital technology risk falling behind the needs of their customers. They also risk falling behind in the international marketplace where brands are rapidly ramping up their digital spend. Today’s consumers are digital, mobile, and tech-savvy. They are empowering themselves instead of allowing brands to dictate to them. Leading digital brands like Facebook and Google are redefining the market by creating new benchmarks for customer experience and personalization – so much so that customers today expect personalized services that address their immediate needs.
In short, unless brands can integrate digitally across channels and services, i.e. website, marketing, IT, sales, etc., they will not meet the rising expectations around the customers’ experience. To drive the integration of channels and deliver a seamless, coherent experience at every touch point demands that senior executives (CEOs, CTOs, CIOs, CMOs) get involved – to rally all the departments (marketing, IT, call centres, sales) to execute a digital strategy that reorients the whole business around the needs of the customer.
Mapping Strategy with Good Data
The next wave of marketing is all about providing a one-to-one customer journey for each customer – with highly contextual and personalized marketing messages. It is important to understand the interconnectivity between various platforms and the roles that the different parts of the business play in the customers’ journey. By tapping into data from a range of different touch points and systems, we can understand and shape the customers’ journey to achieve maximum engagement, conversions, and ultimately brand loyalty. By capturing customer data at every touch point – from mobile phones and websites, to call centres and membership programs, we will be able to get a 360° view of our relationship with each customer.
Key Points to Remember:
- Provoking real conversations between your brand and target consumer begins with an understanding of your audience’s desires, online behaviours and their perception of your brand.
- Listening to what your audience and industry has to say allows us to craft and apply a unique, authoritative voice to content that establishes trust and invites consumer engagement with your brand.
- Identifying trends, shared issues, and gaps in online coverage drives the creative process while ensuring you deliver content that adds and not distract from the conversation.
- Social media moves at the speed of light. For brands that can keep up with sharing content, exchanging ideas, and actively engaging in real-time conversations, the rewards are tremendous.
Posted by Irene Gomez, CIO, CorpMedia