The growth of new media has increased communication between people all over the world. It has allowed people to express themselves through blogs, websites and pictures. Ten years ago or even less, who would even imagine that people would spend over 700 billion minutes per month on Facebook alone or that two out of three online U.S. households use social networks such as Facebook and MySpace.
Social media offers consumers an interactive and more personal relationship with a company, brand, celebrities or even friends. As people became more media savvy, they were more interested in being treated as peers.
Many companies are taking advantage of social media, including retailers. Retailers across the nation find this new way of communicating with consumers very practical and rewarding for their business. First of all, this new media is very cheap if we compare it with traditional media (television, radio). In addition, many of these retailers have really learned to take advantage of the best side of social media. Building a relationship with consumers help retailers build a reputation since this media is another word for online word of mouth.
Social media can be a powerful tool for listening to customers and building a reputation for responsive service
Retailers like Old Navy, Macy's and Gap used this tool to promote their merchandise, give coupons and inform consumers about fashion trends that will drive customers to their stores. By allowing customers to give feedback about their clothes, experience or expectations as shoppers and responding to their comments, these retailers are at an advantage because relevance it's not about pages, it's about relationships.
Sources:
http://www.websocialarchitecture.com/community/2008/06/a-conceptual-ma.html
I agree with you Paola, E-marketing is a cheaper way for retailers to promote their brands and it also makes people feel closer to what they like. Social media is a very powerful tool to obtain new customers and even gain new ideas from them. Personally with my DJ company profile page on Facebook, I try to say in touch with my followers and inform them of my new mixes or deals I have for them so they hire me.
ReplyDeleteIt is a fresh way for business owners to promote products and I know it will keep on growing because the Statistics show that is a powerful and successful way of promoting. I believe this method will take over the media industry completely on years to come.
Paola, you have made some valid points about Social Media and Retailers. It is very inexpensive to produce and maintain a facebook page, twitter page etc. Now as far as developing a relationship with it's consumers I think can be very sketchy. Not all retailers develop a bond between the company's site and followers. Not everyone will be able to have that special attention from whomever is running the company's page. But i do think that there is room for improvement and they can gain new customers by using social media by using it correctly. They can do things such as sending a Birthday coupon because on facebook it shows whose birthday is coming up. Or commenting on comments that their fans leave on their pages. These things can definitely increase consumer loyalty.
ReplyDeleteI agree, i believe social media is a great promotional tool as well. Retailers are at a great advantage having this available to them. They can promote their business at practically no price. Who wouldn't love this? The only negative thing about social media is the lack of connection between the consumer & retailer. It's very difficult for companies to get through to all consumers, but if they want customers to become loyal to their brand, its vital for them to do it. Since everything is internet based these days, retailers should take full advantage of this great tool.
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