Experiences create an interaction and connection between brand and consumer. In the digital world, these connected experiences reach a new level. With the customer always on-the-go and always connected, brands are reaching out to consumers in new ways. Mobile devices — phones, tablets or otherwise — present endless options for connecting with brand loyalists and new consumers. From mobile deals and social media to email marketing, brands can constantly be engaged with consumers.
Social media networks allows constant and monitored customer engagement. Customers are able to connect with brands at a more intimate level and brands are able to provide more timely and accurate customer service. Businesses have taken to social media, not only to offer promotions and deals to fans and followers, but also to develop a better customer service and brand reputation. Social media allows for immediate response, creating the ability for brands to connect with customers on a more personal level.
Connecting with consumers is also about getting new patrons in the door. Mobile technology and location-based services offer multiple opportunities for businesses to connect with and reach consumers on the go. Restaurants and retail stores offer mobile deals through apps such as Foursquare and Facebook Places by rewarding first-timers and loyal patrons who check-in on multiple occasions. These mobile deals give satisfaction to the consumer and help the brand build a positive digital reputation.
Digital technology, while it has changed how we interact with one another and how brands interact with consumers, it has also allowed the creation of a new, more personal business-to-consumer relationship. While developing an evolving plan of action in the ever-changing digital world, one thing remains the same: consumer-brand engagement is key.
The original version of this article appeared in the Fall 2011 Logic + Magic, a LEAP publication under the title “Cheers to Technology – New Ways to Engage Food & Beverage Consumers.