Relationship marketing or the whims of love between brand and market
Posted: Mon Dec 23, 2024 10:12 am
According to experts, relational marketing is one of the clearest trends in the strategies of companies and brands to conquer their markets.
This approach is suited to the so-called "inbound marketing" or attraction marketing, one of whose pillars is the creation and dissemination of valuable content as a resource to attract the public to our website. In fact, it is known that only 4% of visitors are willing to buy, so it is the rest that we need to attract through attractive content that achieves the initial impact essential to continue living in the funnel or path to conversion.
Expanding on this, Stephan Vogel, creative director of Ogilvy & Mather Advertising in Germany, said at the recent Deutscher Medienkongress media congress that advertising in the future will revolve primarily around the production of interesting content that entertains consumers, and he also added that it is essential that there is an ethical approach behind brand stories. But this last point is a topic for another discussion.
Between arrows (of Cupid) and networks (social)
This kind of "love story" that brands dream of achieving all israel product list with the market is subject to as many ups and downs as those of de facto couples, since Eve met Adam around an apple tree. However, the new digital times are also imposing forms of connection governed by principles that, far from being predefined, are being coined on the fly, based on pure experience. This is the case of the great "table" around which organizations and people build and maintain today to a large extent our relationships: social networks.
The Interactive Advertising Bureau, IAB, has just published the IV Study of Brand Activity in Social Media with results and conclusions that are worth commenting on because they illustrate the changes in this "flirting" that, of course, does not seek to end between the sheets but on the bottom line.
The analysis focuses on four main parameters, which, under the acronym PRGS, study Presence (fans and content generated by the brand), Response (user interactions on the content), Generation (content by the user himself) and Suggestion (recommendations, shared content, RTs...). Its careful reading is more than recommended, but I have extracted some of its conclusions to illustrate the new formats of company-market engagement.
75% of users generate responses to the brand on social networks. These are likes, reproductions and any other accreditation that certifies an appreciable level of impact. Those who generate content for the brand are 4.7%. And between the two, it is worth highlighting the percentage of visitors who recommend the brand, 20.53%. The latter is, in my opinion, the figure on which to concentrate efforts because, while the previous ones establish in some way a bidirectional brand-target relationship, the recommendation transforms the receiver into a messenger and multiplies the reach and effectiveness of the brand's presence on social networks.
This approach is suited to the so-called "inbound marketing" or attraction marketing, one of whose pillars is the creation and dissemination of valuable content as a resource to attract the public to our website. In fact, it is known that only 4% of visitors are willing to buy, so it is the rest that we need to attract through attractive content that achieves the initial impact essential to continue living in the funnel or path to conversion.
Expanding on this, Stephan Vogel, creative director of Ogilvy & Mather Advertising in Germany, said at the recent Deutscher Medienkongress media congress that advertising in the future will revolve primarily around the production of interesting content that entertains consumers, and he also added that it is essential that there is an ethical approach behind brand stories. But this last point is a topic for another discussion.
Between arrows (of Cupid) and networks (social)
This kind of "love story" that brands dream of achieving all israel product list with the market is subject to as many ups and downs as those of de facto couples, since Eve met Adam around an apple tree. However, the new digital times are also imposing forms of connection governed by principles that, far from being predefined, are being coined on the fly, based on pure experience. This is the case of the great "table" around which organizations and people build and maintain today to a large extent our relationships: social networks.
The Interactive Advertising Bureau, IAB, has just published the IV Study of Brand Activity in Social Media with results and conclusions that are worth commenting on because they illustrate the changes in this "flirting" that, of course, does not seek to end between the sheets but on the bottom line.
The analysis focuses on four main parameters, which, under the acronym PRGS, study Presence (fans and content generated by the brand), Response (user interactions on the content), Generation (content by the user himself) and Suggestion (recommendations, shared content, RTs...). Its careful reading is more than recommended, but I have extracted some of its conclusions to illustrate the new formats of company-market engagement.
75% of users generate responses to the brand on social networks. These are likes, reproductions and any other accreditation that certifies an appreciable level of impact. Those who generate content for the brand are 4.7%. And between the two, it is worth highlighting the percentage of visitors who recommend the brand, 20.53%. The latter is, in my opinion, the figure on which to concentrate efforts because, while the previous ones establish in some way a bidirectional brand-target relationship, the recommendation transforms the receiver into a messenger and multiplies the reach and effectiveness of the brand's presence on social networks.