Consumers are more attentive to brand actions

Sep 12, 2019 210 views

The "Retail in the Age of Empowered Consumer" review, published by global market research firm Euromonitor International in 2018, introduced a new type of buyer: the empowered consumer. According to the study, consumers are making themselves heard on social networks, exposing their opinions and charging the brands and companies they are customers when they feel dissatisfied. The company also pointed out that Brazilians are among those who visit or update social networks at least once a week.

Through their profiles, buyers are able to track the brands, their posts and what they stand for. According to a study last year by Edelman, a public relations and marketing consulting firm, 57% of consumers buy or market a brand based on their corporate values. In recent years, we have seen a drop in the sales of fashion stores that used slave labor in their production line and tested animal cosmetics.

This consumer engagement has changed the relationship between organizations and customers. In the book "Marketing 4.0 - from Traditional to Digital," Philip Kotler, considered the father of modern marketing, argues that marketers must adapt to this connected audience. For him, digital presence is essential, but we must go further and use strategies that drive the business as a whole to win over customers.

HostGator's Director of Marketing, a worldwide provider of website hosting and other online presence services, Luiz D'Elboux, believes that a website can act as a showcase for a business, as well as being a channel for communication, relationship and new generation customers. "Nowadays, we can say that a business or company that does not have digital presence practically does not exist. As important as this presence, is to gather the content produced in the networks in a channel to which customers have access, "he argues.

According to the Euromonitor International study, 57% of consumers are influenced by social networks, where they track what the companies they already are or intend to be customers usually publish. In addition, the likelihood of a person interacting with a brand via posts on the networks after making a purchase is four times greater than that of a common one, which makes these channels a good source of research for those who want to know a product or service better and to the customer service of some brand.

In his book, Kotler suggests that customer interaction has never been so important to business. In Marketing 4.0, it is essential to know the consumer and create a relationship with him on the internet, since the participation has become a differential between the companies. The author believes that with this knowledge, it is easier to offer a satisfactory consumer experience and loyalty to the public, who starts to defend the brand after feeling well taken care of.

However, there is no rule to create the channels of communication by which the relationship with the public will be established. D'Elboux explains that each business profile requires a type of strategy and communication and that "the first step in defining the project needed to start a digital presence is to assess the business profile and goals." The marketing director points out that people are connected all the time around the world, whether on their computers or smartphones, so it's important to be aware of the changing public as the business evolves.