DIGITAL ENGAGEMENT: THE FUTURE OF THE BRAND EXPERIENCE
Today companies cannot fail to take into consideration new models and the new digital oriented cosumers habits. Nowadays, mobile engagement and web interaction are thus essential to involve the target if you aim at measuring your initiatives.Companies are not fully aware of the potential that multichannel solutions (SMS+WEB) can offer, so they often still use traditional tools to engage prospects, with less performing and measurable results. The digital engagement mechanics, on the contrary, precisely for being immediate, tailor-made and capable of providing measurement in progress, can successfully integrate: contests and promotions – incentive trade and events – websites and web ad…
DIGITAL LOYALTY: THE FUTURE OF THE BRAND AWARENESS.
In the near future, for any loyalty initiative carried out, learning about the number of brand lovers achieved once the activity is finished won’t be important any more; instead for the brand, it will be vital to analyse what happened along the way, being then able to intervene in real-time for the success of the initiative. The digital loyalty in fact, offers the on-going possibility to check any “bottlenecks”, “critical redeeming caps”, “unusual behaviours and dormant profiles” by directly interacting with the target (through web and mobile), in order to revitalize interest in the activity and animate attention in progress.
DIGITAL CRM & 1TO1 MKT: THE FUTURE OF THE BRAND REPUTATION.
Today, “Reloaded” and “Crowdsourcing” are the key words for a successful CRM. In the Social Network era, by interacting with a new model of consumer who is more and more used to looking for information and to exchange opinions about the brand throughout multi-channel devices, companies cannot afford to put tools before strategies any longer (databases or Fan Pages not properly managed). It thus becomes fundamental to know how to build up strong ties, to bet on steady values and to establish and equal relation with the target. Consumers’ trust in the brand, along with the brand reputation, will therefore be created through digital CRM and 1to1 boosting actions, serving the purpose to enhance in progress: the rapidity of consumer’s satisfaction perception, community profiling, the effectiveness of the promos aimed at “drive-to-store”, the appreciation of tailor made initiatives…