Your guide to doing inclusive marketing – the right way!
In our latest study, The Social Consumer, we explored the factors that inform, impact and shape trust, loyalty and preferences of the digitally connected consumer. We tested the belief that brands which can tap into the emotions about and awareness of their values (human/social) are most likely to inspire positive action and loyalty from consumers.
Our view is that the super-connectedness of global communications has challenged how companies interact, engage and maintain relevance and trust with their key audiences and the public-at-large. Consumers are more discerning about the companies they choose to do business with and support. We are now in a “so what”, “show me” or “can I trust what you say” business, political and social economy.
Who do you trust?
How do companies break through the incredibly high volume of marketing noise to sustain awareness, relevance and preference with consumers? What do consumers care about — and respond to most positively through their actions and choices — when it comes to brand engagement? If consumer loyalty and advocacy are signs of trust, what shapes trust between consumers and a company or brand? What are the characteristics and motivations of the social consumer? What moves them from likes to wants to needs to love it, gotta have it?
Our view is this: consumer choices are increasingly driven by new factors of influence which are not entirely driven by the image that a company markets or projects , but rather, through the demonstrated impact of its actions and behaviors. This is core to our hypothesis about what motivates the social consumer to act.
Cloud technology is the future. Most of us celebrate the speed and efficiencies it brings. But customer satisfaction will determine its ultimate success. To achieve that will require raising the bar on replicating the human touch using online community and social business techniques. I know it can be done, and the success stories will lead this transformation to new heights.
The world of social business continues to evolve. No one considers it a fad anymore.
The boundaries between the physician – patient relationship have always been difficult as the relationship is based on trust, intimacy…
So no to social media muddle and focus on the customer journey.
Online communities which enable learning and draw directly from peer-peer experiences are by definition a success.
A funny but accurate recipe for social media soup