Posted: May 25th, 2022
consumers’ connectivity with the brands that has changed to fundamentally new ways in the today’s time. The paper has discussed how the new and digital age has created an impact on the perceptions of the consumers due to which their ways of connecting to the brand has changed as the world has penetrated into the epoch of technological advancements. How the new media is playing an important role for the marketers and brand in connecting to the customers has been under discussion.
Consumer Relationship with Brand
Brands are considerably one of the vital and imperative assets for the companies and business, and the brand management is one of the core areas of focus for the marketers. In order to manage the brand carefully and vigilantly, marketers have to largely focus on creating a large and a loyal customer database. However, the changes in the technology and media have provided with new ways for the brands connecting to the customers. The traditional ways and means of engaging with the customers has changed with the passage of time (Batey, 2008).
As the world has evolved into the epoch of twenty first century, the technological advancements and innovations have captured almost every facet of human life. In this regard, it has also come to notice that experts nowadays claim that “Consumers today connect with brands in fundamentally new ways.” (Harvard Business Review, 2013) From a personal thought, I totally agree to this statement.
The media channels and the World Wide Web has become the most dominant aspect that makes the consumers connect with brand in fundamentally new ways. This is particularly due to the reason that number of internet users from all over the world is considerably increasing and are incessantly actively being in touch with one another through the social media in diverse areas of interest. As a consequence of it, these media channels have gone beyond the control of both manufacturers and retailer, who used to be the direct source of connecting to the consumers in earlier times. This also conveys the message that the older and conventional ways of designing the marketing strategies need to be transformed that can be in harmony with the brand relationships to the consumers (Harvard Business Review, 2013).
Experts and marketers have brought the fact to the forefront that the purchase is not the end of the relationship for the customers, indeed, they seek to create and continue an on-going relationship with the brand. This is one of the eminent reasons due to which the connection of customers with the brand has changed as they wish to enjoy, advocate and have a bond with the brand during their on-going association with the brand (Middleton, 2012). In addition, the customers prefer to have more and more information related to the brand experience before they can make a purchase, thus, they are more likely to experiment on the new media. This shift in the change of customers’ perception brought the digital marketing to surface. Therefore, the brands can only meet up the expectations of the customers in case if they gain customer insights instead of only having their focus on increasing sales volume (Middleton, 2012).
Experience sharing with friends on a single platform is one of the widespread elements that empower the general people to connect with a particular brand. Besides, it has been observed that the experience sharing, comparisons and reviews of brands are considered more important than brands speaking about themselves. This is because the ultimate perception of the consumers still remains the same that they wish to have an apparent and obvious brand promise and offering, and this can be measured from the new media by experience sharing (Solis, 2011).
As the world has advanced into the digital era, companies and marketers have profoundly noticed the fact that consumers are more heavily relying on digital interactions. This means that after making or experiencing a purchase, the consumers often engages with the brand through social media. In fact, core focal point of the marketers have always been building brand awareness through their marketing strategies, however, considering the changes in the nature of the consumers touch points, marketers strongly argue that consumers are connecting with brands in fundamentally new ways (Solis, 2011).
This statement can be well explained from the example that someone else’s suggestion and advocacy has become the essential and leading element when making a purchase in many categories. This elucidates the fact that how significant the social media networking has become in a life of a common person. Considering this fact, the consumer’s decision journey has been explained in four stages: consider (means the selection of brand), evaluate (means to have input from peers and reviewers), buy and enjoy and have a bonding. The new media provides the opportunity to the customer to evaluate as well as advocate the brand simultaneously based on their and other’s experiences with the brand (Fuggetta, 2012).
The new four stages of consumer’s decision journey have explicated the reality that customers are more focused on experimenting with the social media. Therefore, brands should leverage the platform of social media so that they can have a clear customer promise through communication, which would aid them in building and gaining trust by continuous improvements through constant interaction that would ultimately lead them to innovation beyond expectations (Fuggetta, 2012).
A very good example in this regard is of Virgin Atlantic, who is in constant touch with their customers as they include travel tips from crew members on its Face book page. This is not the only aspect, as they are frequently in touch with their customers on Twitter specifically in rapidly changing situations. Moreover, to improve their brand and have a better relationship with their customers, they also offer a taxi-sharing system. Furthermore, a company website is also available where customers have the opportunity to exchange information, stories, and can even advice to the company for the better options (Barwise & Meehan, 2010).
With the digital age, the consumers are more interested to have an open and clear interaction with the brands that they are consuming. However, one cannot also ignore the fact that many of the brands have easily understood the new needs and demands of the consumers with respect to the open communication. Indeed, the thing that attracted the marketers in the online space is the targeted message that is delivered to the consumers, which also leads to consumer engagement. The targeted messages about the brand serve the needs of the brand as the customers are always in search of brand information before having an experience with it (Mathur, 2012).
Search marketing (SEM) is currently measured as one of the top lead generation methodologies by various brand categories such as automotives and durables. Nevertheless, the new media and the internet are playing a vital role, as the customers are able to find the exact information that is needed through the platform, and has contributed to the ways customers connected with the brands (Mathur, 2012).
More and more brands are nowadays taking the advantage of the new media to stay connected to their consumers. Few examples in this regard include Bayer that has created a Facebook page so that they can promote and advertise their medicines especially designed for women. Moreover, the company has also launched an online blood glucose monitoring system that is particularly catering the young people, who are suffering from diabetes (Ray, 2010).
GlaxoSmithKline is another example that has adopted the new media to stay connected to their customers by creating awareness films on YouTube website for various diseases like restless-legs syndrome. The new-age social media websites are a strong medium of open communication with the customers (Ray, 2010).
Another aspect that has been highlighted by brands and marketers is that the customers’ connectivity to the brand is based on the entire experience of the purchase. Therefore, the employee recognition is another significant component to consider, which can facilitate in strengthening and intensifying the relationship of the customer with the brand. This is relatively due to the reason that employee recognition begets to promising behaviors with discretionary efforts developing an emotional as well as social connection between the customers and the brand (Baker, 2004).
One of the negative aspects of consumer connectivity with brands in fundamentally new ways that has come to the surface exhibits that the new and different trend of consumers’ connection with the brands increasingly making companies today increasingly feel under attack from the dissatisfied customers and are being the reason of threat for them. The social-networking such as blogs, tweets, text messages and so forth weapons in this regard are imposing large-scale damage to the company’s reputation and are resulting in more and more dissatisfy customers, because the companies are not able to meet the requirements of the customers in responding them (Okonkwo, 2010).
Due to this reason many of the brands are uncertain and reluctant to adopt the new media as their marketing strategies that can openly connect them to their consumers. However, considering the value and worth of the new media in the today’s time, it has been examined that brands are more and more focusing on how to build better relationships with the customers over the new media that has become the key aspect of connectivity with the customers (Okonkwo, 2010).
To put the entire thesis study in a nutshell, it can be well stated that the technological advancements and the age of internet has completely capsized the ways of consumers’ connection with the brands. Indeed, the new media has outmoded the traditional ways and strategies of marketing and connecting to customers, and has thus transformed the economics of marketing. The customers’ decision journey has drastically shifted in the recent years, which has comprehensively altered not only the purchasing patterns of the customers but also how they connect to the brands.
Baker, S. (2004). New Consumer Marketing: Managing a Living Demand System. USA: John Wiley & Sons.
Barwise, P. & Meehan, S. (2010). The One Thing You Must Get Right When Building a Brand. Harvard Business Review — The Magazine. Retrieved from http://hbr.org/2010/12/executive-summaries/ar/1
Batey, M. (2008). Brand meaning. USA: Routledge.
Fuggetta, R. (2012). Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force. USA: John Wiley & Sons.
Harvard Business Review. (2013). HBR’s 10 Must Reads on Strategic Marketing. First Edition. USA: Harvard Business Press.
Mathur, K. (2012). Brands and their digital buzz. The Financial Express. Retrieved from http://www.financialexpress.com/news/brands-and-their-digital-buzz/994151/2
Middleton, D. (2012). Marketing in the Participation Age: A Guide to Motivating People to Join, Share, Take Part, Connect, and Engage. USA: John Wiley & Sons.
Okonkwo, U. (2010). Luxury Online: Styles, Strategies, Systems. China: Palgrave Macmilla.
Ray, T. (2010). Social Media — an evolving new-age powerful communication tool for the Pharmaceutical Industry, both global and local. PILMAN — A Tapan Ray Website on Healthcare. Retrieved from http://www.tapanray.in/social-media-an-evolving-new-age-powerful-communication-tool-for-the-pharmaceutical-industry-both-global-and-local/
Solis, B. (2011). Engage!, Revised and Updated: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. USA: John Wiley & Sons.
Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?
Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.
Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.
Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.
While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.
Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.
In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.
Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.
We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!
We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.
Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.
We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.
Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.
There is a very low likelihood that you won’t like the paper.
Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.
We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.
You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.
We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.
You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.
Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.
You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.
The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.
PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET A PERFECT SCORE!!!
Place an order in 3 easy steps. Takes less than 5 mins.