Learn to Communicate the Way Your Customer Wants You ToSeptember 4, 2013 By Peter Weedfald, President of Gen One Ventures
We are speeding through a communication revolution that is fought by consumers who can be unforgiving when a brand pushes too hard, too little or simply forgets to be socially minded.
Today’s consumers are fickle and will change brands at the slightest offense or market dynamic. To maintain brand loyalty vendors must over-respect the dignity of consumers who can see, hear, feel, price and touch everything in a nanosecond. Pushed, impersonal communications could damage the brand reputation you’ve worked so hard to establish.
This revolution is about brands. Brands being pushed out of the way as consumerspull themselves to what is most relevant and socially acceptable to them. The Internet creates profitable commerce in seconds. Learning and sharing is collapsed into skinny sound bites.
Consumers make up an army of content publishers who constantly discover new applications that will enhance and revolutionize their home, mobile and business lives. Brands must create valued integrated communications that pull through mobile to online to brick-and-mortar retail relationships that influence others socially, smartly, effectively and profitably. The primary reasoning towards assuring effective communications today is the realization that content and information can be pushed or pulled by consumers instantly.
The question is how do we effectively, efficiently, effortlessly communicate our brand and products under the evolutionary ribs of consumer-centric, consumer pulling search engine technologies? What do we stop doing and what do we start doing to promote our competitive advantage to ensure profitable market growth? Clearly we need an enhanced communications approach.
Instead of diving into a multitude of tech-app tools for brand communications, here are four Green Reign Leadership strategic social principles to accelerate profitable brand and product relationships:
1. Retail is detail, whether online or in the store! The first evolutionary and profitable step to ensure brand acceleration is to pay close attention. Stay alert andcapture effective consumer preferences. Make sure consumer personalization and relevancy is at your brand core. We have the technology, the CRM and SEO todeliver and retrieve relevant, data. Put it to use by creating the personalized and targeted communications that consumers prefer.
2. Speed is your most effective communications weapon of choice. Feed your supply chain(merchants, channel partners, analysts, store salespeople and yes of course, your customer database) first and faster than your competition. Super fuel and feed your sales pipeline by motivating customers to feed their social pipelines to help you make your market. Act fast, act now, act braver and smarter than your competition.