Networking with Customers
With companies incorporating interactive and digital strategies more frequently into their campaign mixes, Forrester Research has predicted the highest rate of growth for social media over the next five years*. Social networking venues do not necessarily increase leads, nor do they populate a company’s prospect database. But social networking does give organizations the opportunity to share information in a one-to-many format authenticated by consumer and peer reports, comments and endorsements, extend their brand reach and learn even more about their audiences – from age and sex to education level, social patterns, preferences and tastes. At the same time, social networking websites give customers the ability to research companies more thoroughly, read peer reviews and develop a comprehensive business profile before they ever make a purchase. For both parties, social networking offers a means to foster trust and long-term loyalty.
Blogging and microblogging further nurture that relationship, providing a vehicle for companies to tout their expertise, promote new products, share news and stay connected without being pushy. Blog comments offer real-time feedback and encourage a worthwhile dialog among the two parties, helping businesses better understand their customer’s needs. Blogs and microblogs increase brand visibility, improve search engine rankings and word-of-mouth marketing. Companies can further use posts to gain visibility within premium publications at little to no cost simply through mentions or links from web media, press or high-profile industry bloggers.
The Power of Email and Mobile Marketing
Mobile phones, and especially smart phones, have become indispensable assets for both personal and business productivity, acting as a means for digital interactions, such as sending text messages, browsing the Internet or reviewing email correspondence, on-the-run. It is also one of the most personal devices, as most of us carry our phones with us just about everywhere we go. And therefore, communications and marketing messages received on the phone have the highest degree of relevance, and ultimately, success for the users.
Different from their social media counterparts, email and mobile marketing are more direct one-to-one communication vehicles. This means the degree of relevance and targeted messaging can return some of the most successful and measurable campaigns.
As a result, mobile and
email marketing have become important sales and marketing tools, and traditionally viewed as the “desktop” communication, email is becoming increasingly mobile as well with increasing popularity of smart phones.
Companies may use email and mobile marketing to reach customers and prospects instantly – wherever they may be. Email and mobile marketing are immediate and cost-effective, enabling the push-pull features and personalized content consumers want.
