It’s important that one thing remains at the centre of any digital marketing strategy - the consumer."
Happy New Year! As we look forward to 2012 and all that it has in store, it’s important that one thing remains at the centre of any digital marketing strategy – the consumer. In the spirit of starting as we mean to go on, this week Golley Engage explores the way your customers consume digital media and what they expect from your business. Here, we give our rundown on what every business should bear in mind when planning for the year ahead.
Customer services on Twitter
More and more consumers are turning to Twitter to complain about poor customer service, particularly when they feel let down by existing channels. However, few companies have the infrastructure in place to manage queries directed via social networking sites. The company will need a specific workflow that feeds complaints made via social media into the traditional customer service process and ensures that queries are resolved efficiently and communicated effectively.
It is important that responsibility for each complaint is communicated internally right from the off, as often the social media manager will not be the person dealing directly with the case, but will need to constructively communicate any developments to the consumer. It seems that at the very least consumers expect a response from businesses when they engage with them through a brand social media channel, regardless of whether that platform is an official customer services outlet. It is therefore imperative that every brand carries out an online reputation audit and highlights any potential hotspots, allowing brand managers to implement processes for responding to consumers.
Mobile enabled site
Just under half of the UK population now owns a Smartphone, and Google’s mobile operating system Android is powering half. Consumers are using mobile internet on the move and so it makes sense for businesses to ensure that at the very least their site and store locator is negotiable via a smart phone device; and that the site or app is compatible with both Android and iPhone technology. Mobile offers brands a real opportunity to be useful to their customers. Using existing technology such as QR codes and near field communication, retailers should look to alleviate consumer bug-bears by helping customers check availability or price compare. Businesses can use advertising as a prompt to launch local store locators, or to fulfil an online order for a consumer who can’t find the right item in store. Businesses are really missing a trick if they do not target customers on the move.
Rewards
Consumers expect rewards for showing their support of a business or service online. A recent survey amongst consumers who are ‘fans’ of businesses online found that 65 percent of respondents are connecting with brands to take advantage of promotions, contests and games. Whether it’s an offer, a voucher code or simply a free prize draw, if you are looking to extend your brand presence online then it is valuable to offer an incentive. Consumers are used to being rewarded for participating in brand related activity online, and therefore are most receptive to companies that offer useful or entertaining apps, fan pages or online services.
A social experience
The growth of social networking has shown that, given the right tools, consumers will participate in conversations and share with friends. In order to be more social, brands should put the user first – responding to how users socialise online.
When shopping for a new dress online, a customer will search for information from a range of sources to decide what to buy. They may browse fashion websites, ask for recommendations from friends, look at celebrity blogs or pictures or look for advice through Facebook/Twitter. It is therefore important that a brand looks to replicate this process through their online marketing activity. This could include signposting customers to product reviews or allowing them to connect with like-minded individuals through a forum or Facebook community.
Making reviews and opinions an integral part of the shopping experience replicates offline behaviour where users will often seek the opinion of a friend before purchase. It is also important that the brand can be contacted with ease and those questions or queries are resolved efficiently. A major part of the social experience is about opening a two-way dialogue.
[1] Practical Ecommerce, January 2012 http://www.practicalecommerce.com/articles/3255-Social-Media-Users-Look-for-New-Products-and-Offers-Survey-Finds
Lindsey Reaney
Account Manager, Golley Engage
January 4th, 2012
