Consumers' changing preferences and behaviours have made online life more complicated for providers of all kinds.
So said Quirk eMarketing CEO, Justin Spratt, speaking at the ITWeb Business Intelligence Summit and Awards at Vodaworld.
According to Spratt, consumers are increasingly turning to the Internet for information about companies, products and services, and even for post-sale support.
Quoting IT guru Mitchell Kapor, Spratt said: “Getting information from the Internet is like taking water from a fire hydrant.”
However, he noted this development would degenerate into companies losing control of their message as well as support relationships.
If an individual posts a negative report about a brand on Twitter, for example, it could be catastrophic to the business even if that individual has a lone follower, he explained.
“The emergence and rise of mass social media versus traditional platforms like TV, movies, radio and print will see a shift of power into the hands of the consumer, since traditional media was based on institutional control,” he said, adding that social media is conversational, unlike the traditional platforms.
He noted that many consumers use social media to get information on a product, brand or company; and adult Internet users consider blogs a good way to get information about a company or a product.
Highlighting the power of social media, Spratt said: “If Facebook was a country, it would be the third-largest in the world with 650 million users as at two weeks ago; and if it was a city in SA, it would be the third-largest with 3.3 million users.”
He stressed that businesses must identify and engage with key influencers driving the conversations to actively establish and manage relationships.
Breaking down the key practices of agile marketing, he said individuals have the opportunity to interact over a process while allowing for adaptability.
When incorporating social media, Spratt advises organisations to break down silos for consumer insight. “Don't boil the ocean,” he noted. “Also empower employees with flexibility and don't let obstacles stall your efforts. Let your business act as a magnet by providing a structured channel or account.”
He also pointed out that if an organisation incorporates social media, people will always be willing to volunteer information and this has the advantage of gathering intelligence that will allow businesses to implement change management.
Spratt, quoting Jill Dyche of Baseline Consulting, noted that a single enterprise-wide strategy for social media is not really good enough, as the most sophisticated companies are crafting development-level strategies.
He noted that social customer relationship management changes marketing from a push-through funnel to a real-time dialogue at all stages of influence.
The end of the marketing funnel may lead to significantly earlier, deeper and richer opportunities to build dialogue with prospective as well as existing customers; and can offer an enhanced opportunity to build relationships and influence choice, Spratt stated.
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