Is social media helping to create the cult of the customer? | Cult of the customer.

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The attached article shows how leading firms are really embracing social media today as the core, it seems of their marketing strategy.

My impression is that this was a slow transition as opposed to a ‘road to Damascus’ moment with decades of traditional approaches to re-evaluate and a need to be IT-savvy that presumably proved a bit of a sea anchor with older staff……..

Anyway, there is no longer a debate about whether to embrace the New World – it has turned to how best to leverage it?  What I like best about the new approach is that it seems to definitely  force companies to consider the brand experience much more from the customers’ perspective.  By definition, platforms on social media are personal and allow the corporate world to better understand what the customer is thinking which can be tremendously powerful if used correctly.

Marketers have known for some time that a brand neglects its customers at its peril.  It sounds obvious but large organisations were capable of dictating how to use their products and not caring much about the actual user-experience.  This is dangerous and there are many examples of brands rapidly losing market share as ‘more sensitive’ competitors moved into their turf.  This led to concepts such as ‘creating the cult of the customer’, with sales & marketing teams encouraged to interact on a regular basis with the end-user and approach campaigns from their perspective.  What companies are now attempting with social media is perhaps the next stage – we are now all in effect ‘pseudo team members’ and we help actively to create and form brand management strategy.  A product should help to improve some aspect of a customer’s daily life and such deep interaction between consumer and manufacturer allows this to happen with much more certainty.

The logical end-game for this is that consumers who interact with a brand will expect to receive some financial benefit as a consequence and companies will (and are) coming to terms with this concept – call it an enhanced loyalty programme, if you like.

Final thought, the sector that is perhaps lagging behind is B-2-B.  Those of us who sell to professionals need to come to terms with how their experience can be improved using these new platforms………interesting times!

 

Imaged sourced free from Pixabay

AJL.

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Structured Data, Review
Title: Is social media helping to create the cult of the customer?
Reviewed by Andrew Low
Rating: 3.5
Summary: Marketers have known for some time that a brand neglects its customers at its peril. It sounds obvious but large organisations were capable of dictating how to use their products and not caring much about the actual user-experience. This is dangerous and there are many examples of brands rapidly losing market share as ‘more sensitive’ competitors moved into their turf. This led to concepts such as ‘creating the cult of the customer’, with sales & marketing teams encouraged to interact on a regular basis with the end-user and approach campaigns from their perspective.
Description: Marketers have known for some time that a brand neglects its customers at its peril. It sounds obvious but large organisations were capable of dictating how to use their products and not caring much about the actual user-experience. This is dangerous and there are many examples of brands rapidly losing market share as ‘more sensitive’ competitors moved into their turf. This led to concepts such as ‘creating the cult of the customer’, with sales & marketing teams encouraged to interact on a regular basis with the end-user and approach campaigns from their perspective.

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