THE CONSUMER IN 2020: PART 2
May 31, 2012
To read Part 1… click here.
With the maturing of Social Media, the stakes are getting higher: The average Facebook user has 140-150 friends, but he only likes 10 brands. How do you become one of these brands?
- Let me get to know the real you
Jo Ann of Arby’s summarized it like this: “When consumers love a brand, they want the inside scoop. It is essential for brands to share what is important to them and their consumers, and how it is impacting their business direction, their strategies and their mission”.
- Build my sense of trust in you…
Investing in “building trust” is the new price of customer loyalty. The paragons are brands with a higher purpose – like Patagonia, Tom’s Shoes, Trader Joe’s and Zappos. “These organizations are not greedy, and they take care of the environment, their people, and their communities. Companies have to have a good ethos, and they need to be it, really be it, not just preach it”, said Jon Bridges, VP Customer Experience, Chick-fil-A.
- … and don’t try to fake it
Not only consumers lost their privacy over the past years. Corporations did as well. Consumers are getting smarter and through internet and social media they are much better equipped to uncover and expose brand behavior. They openly share their thoughts and are less and less willing to forgive brands for their mistakes. Consumers are very much aware of their power to buy or not to buy from a good or not so good brand.
For more ideas on how to connect with consumers digitally join us for part 3 in the coming weeks.