Online relationships

The rise of the social media, have not only changed the way we socialize, but the advertising world has changed too. In the good old days you had to different groups: the consumer and the advertiser. The division was clear too. Advertisers made commercials or advertisements and the consumer perceived them. The communication was one-sided.

The growth of the social media continues. A good reason for companies to change their way of advertising. A few companies make use of social media for advertising purposes, but a lot of possibilities that social media offers are unused. The communication is changing into two-sided. Consumers are not only perceiving the advertisements, they are making them.

Magazine for Marketing (Dutch Magazine) gives a few tips for companies:

-Companies should not only focus on their website, they have to find their customer online.
Research of Universal Media shows that social networks are still growing. Online video increases from 31% to 83%. Three fourths of the world population has an account on a social network site. Companies should make use of these social networks. They have to start searching for their customer online.

- Companies should participate in discussions about their brand.
Perfect possibilities are talking about your own product on social network sites. Users do not believe the opinion of the brand anymore. The opinion of other users is much more important. The customer is not easily convinced by an advertisement about the big advantages of using this product. Therefore, the company should advertise their brand online and give possibilities for discussion.

- Give customers the possibility to give their opinion about their product on your company’s website.
Do not only give possibilities for discussion on network sites. Try to attract customers to your own website too. The consumer is more active these days. Respond to this behavior and give them the possibilities they are looking for.

Last but not least, a good example of a company which makes good use of online marketing: the supermarket ‘Albert Heijn’. They invented an application for your iPhone: ‘appie’. This ‘appie’ helps you with your shopping and can find recipes. You can connect your ‘bonuskaart’ number to your application. This makes the communication more personal. After the invention of the appie, they wanted to expend the possibilities of the appie. Therefore, they made use of community sites to look for the customers opinion. Creating a relationship with their customer. Isn’t this what marketing is about?

Two examples of 'Appie'





Other examples of company’s who make good use of online marketing? Please leave a comment and maybe I can talk about it the next time.