The coordinator of the Master’s Degree in Brand Management at the International University of La Rioja (UNIR), Sonia Ferruz, highlighted today how social networks give the opportunity to make any consumer “a brand ambassador”.
Build customer loyalty, create a relationship of trust with him and, in addition, make the product known to other consumers. It is the dream of any brand that, now, social networks have made possible in a new modernized ‘word of mouth’.
In an interview with Europa Press, Ferruz has recognized how “intrusive” telephone marketing is and how, currently, there are other tools that do generate a “positive disposition” in the client.
When the calls are passive, that is, we receive them without waiting for them “the effect of generating a link with the possible client is quite negative”.
They continue to be used “because there is always a percentage of recipients for whom it is the gateway and there is no other way to connect with them.”
However, social networks offer the opportunity to create “content of value beyond promotional content” to people who have freely chosen to follow you.
It is “not so much to generate a sale but a link”. “You are not so interested in generating a sale but in a convinced, loyal customer,” she explained.
The “ideal” future would be that “companies do not have to create any type of extra promotion to sell their product and it is the value that the product gives it, and the experience of the brand, what makes it sell itself “.
“The trend”, he has reported, “is that brands, each time, at all points of contact they have with their consumers, provide them with valuable content, regardless of whether that produces a sale or not”.
And it is that “it is more important, at present, to be clearly positioned, with a competitive advantage differentiated from the others, in terms of value and experience”.
In short, “make any consumer a brand ambassador.”
“Now, we can come into direct contact with our customers” thanks to social networks and this for Porter, a marketing theorist, “is a dream; it’s wonderful.”
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Actions on social networks have an “assumable” cost and allow their “effectiveness” to be measured by enabling “trial-error”.
In this way, content is created and, if you see that it is going viral, you can also decide to “promote it and multiply the reach by five, already knowing that it is content that you are liking.”
SCAM CALLS
The consumer is exposed to receiving calls from this passive marketing that continues to be used. Some of these calls can be fraudulent, therefore, the first “filter” that, as customers, we must put is “ask the caller if he knows our name”.
And it is that we cannot make them stop calling us to sell us things because “we authorize it, without realizing it, in many actions when we buy things and provide our number for services.”
2023-05-01 08:55:59
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