Greetings to the readers and bloggers! Remember a time when there was no social media, limited digital technology, uni students had to go the library to do research and kids used to played outside? Oh how times have changed.
Previously, disgruntled customers would have to go in-store to complain about a product/service. Their ‘ability to voice their dissatisfaction with the service they received from business was severely limited.’ But now customers are able to voice their opinion through Facebook, Instagram, Twitter and their post will be seen by the whole world. This just reflects how the power has shifted from businesses to customers (Marketing implication of Web 2.0).
Here is an example of a customer not happy with what they received from Coles’s delivery:
Yelp, Trip Advisor and Zomato are just examples of customer review websites that other customers look at before making that critical decision on where they should go to eat/stay. According to eMarketer, consumer reviews are 12 times more trust than descriptions that come from manufacturers.’ Also 63% of customers are more likely to make a purchase from a site that has user reviews (iPerceptions).
A positive customer review of ganache (even including photos) on Zomato:
What does this mean for the digital marketing department for businesses?
Businesses must be highly active and responsive in the digital online media world. This means answering customer’s questions and complaints online, in a fast but positive manner. In addition, alongside traditional ways of advertising, digital advertising is a good way to reinforce the business’s message.
With online platforms growing exponentially, it can be said that ‘word of mouth used to be how information got around, but now the format has now changed and is principally social media.’ Hence why there is such a great focus on Social Media for businesses.
Do you think it’s a good idea if businesses’s digital marketing team communicate casually to their customers? Or should communication stay formal and professional?