Digital eliminates boundaries between brands and consumers – experts
By Abimbola Mohammed
To maintain a healthy and seamless connection between brands and their loyal consumers in the contemporary world, experts in the Integrated Marketing Communication (IMC) sector have expressed unanimous opinion on how brands can eliminate barriers through digital platforms. They noted that consumers relate directly with brands better through social media platforms, thereby creating a good amount of feedback to help grow relationship, loyalty, and empathy from consumers.
Speaking on the issue recently at PR and Corporate Communications Conference (IPRCCC) webinar, Nimisha Iyer, Director Marketing, Middle East, Africa and South Asia (MEASA), Frost & Sullivan said there has been a complete shift in the way brands reach out to their customers, given the rapidly increasing digital footprint of businesses.
“Brands are trying to connect with their customers in a much more meaningful way. There are no more boundaries, and it has become more about storytelling, thoughtful positioning, solving your customers’ problems and addressing their pain points in real time. So, in the last two years of COVID- 19 pandemic, there has been a lot more humanization of brands,” she explained.
“The move to online was inevitable and I believe that a lot of the disruptions that have occurred over the last two years are here to stay,” she added.
On his part, Bibhu Ranjan Mishra, Director of Public Relations, Inmobi, addressed the fact that the pandemic had made the way in which brands approach their customers as well as engage with them a lot more empathetic.
“I noticed a lot of stories and communication around self-promotion mellowed down, and instead brands and services were talking about actual user benefits of what they can provide. The sense of corporate social responsibility has greatly increased and brands are trying to connect with their customers emotionally and provide as much possible value to their customers,” he said.
Mishra also noted that because of that widening sense of empathy, brands were getting individuals to share their personal user experiences as this resonated more with customers.
“The skills of storytelling and communication have been truly honed over the pandemic period with brands finding truly creative and meaningful ways to engage with customers,” he said.
Also speaking, Dr. Navneet Anand, Founder/ Director, GreyMatters Communications, said: “Earlier most people only looked at digital media as a source of entertainment, but because of the pandemic and the mass adoption of the medium, digital has become a source of serious information, news, and accessing goods and services.”
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