Brand new tools and methods of engagement are changing
the business landscape, and modern brands are thriving because they recognize
it. Whether it’s the channels, platforms, strategies or method of
operation, modern brands are connecting with customers in new ways and
consumers are taking notes.
According to researches, 72% of consumers prefer a multi-channel
marketing approach and only 39% are actually receiving it. When there is a big difference
between consumer expectations and business offerings, something’s
up. Businesses providing a multi-channel approach understand that
conventional brands are evolving.
One channel
at a time. Users are busy and inundated with content. The
Internet acts as a tool to enable engagement, but no specific channel
enables all forms of digital interaction. For this reason, every interaction
with the modern brand is fragmented to individual channels. A YouTube
channel can
provide tutorials, demos or product previews of feature content. Meanwhile,
a Google Plus page with relevant business information provides directions,
at-a-glance facts and customer reviews.
One
platform at a time. 90% of American adults carry a cell phone, and
60% of them are smartphones. Every user you target wants to reach your company
and interact with your brand on their own terms.
Fortunately, the modern
brand is adaptable to customer needs. It can quickly adapt
to present information, forms and media in a format that’s best
suited for the platform performing the query. Your business should act in a
similar manner. Websites should be mobile ready, media should be mobile
optimized, and apps should work on both tablets and phones across all available
brands.
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