With the role of chief marketing officer evolving, Corinne Sklar explains how companies can use social media to mobilise customer engagement
|Scooped by Joshua Iles|
Consumer engagement is an important factor towards the growth of brand equity. Creating a relationship between consumer and brand has never been as easy due to the recent development of social media marketing channel; a direct link influencing emotional relationships between brands and consumers. This article states that up to 80% of businesses using social media websites to advertise are not capitalizing on consumer engagement opportunities. The suggested course of action - put the consumer first. IMC concepts can be applied to their efforts by using an integrative perspective, focusing on communication techniques in order to get their message to the consumer. As opposed to simply promoting a brand through social media, businesses need to communicate to consumers effectively in which consumers have the authority to communicate back, creating a two-way communication channel. Feedback is crucial for any brand growth, and social media makes such a task easier for both the consumer and brand. Businesses need to focus more on listening to customer feedback in order to ensure full engagement surfaces. If customers want change, using social media through blogs or discussion boards enables consumers to voice their opinions. Businesses are put into a position to alter their brand to meet consumer criteria; consumers can grow content with the effort the brand has made to meet their needs, and the emotional bond between the consumer and brand will strengthen, which all feeds into the continual growth of brand equity.