By M. Isi Eromosele

The mode and frequency of interactive communication between companies and their customers has been permanently changed with the advent of Social Media. In combination with integrated marketing, social media can have a profound effect in helping your company bring value to the marketplace.

It is not enough for your company to simply create a presence on social media networks. This presence needs to be done with a measured approach. Standard marketing focuses on the company and its products, pricing, place and promotion. Integrated marketing shifts the focal point to the customer, to whom specific benefits need to be delivered.

Social media, and the natural relationship that it enables, closes the integrated marketing loop that delivers value propositions to your target customers. This is made possible by the inclusion of customer feedback into the process, enabling your organization to interact directly and effectively with your customers. The result is important and relevant interaction - feedback and complaints - from customers about existing products and services that would move your organization to reevaluate your products and services features.

Social media can play a major role in a customer-centered marketing strategy, as follows:

Customer

• In implementing your integrated marketing plan, social media facilitates your ability to collect extra information about your customers’ purchase behavior. When a consumer purchases your product, the chances are excellent that they will share their experiences with friends and followers on social media networks. This valuable feedback enables you to rethink your product functionality, prompting you to make necessary changes to the product.
• Unscripted consumer feedback through social media networks is a perpetual feedback forum that you can leverage to your company’s benefit. Social media and the tools to listen should be leveraged as part of your marketing feedback strategy.
• Word of mouth communications (viral marketing) is well facilitated by social media. Messages of trust between customers engender purchases, driving up your market share. As such, person-to-person interactive communication through social media should be integrated into your marketing strategy

Price

• In social media network settings, there is usually customer feedback on the price and value of products
• Social media allows your customers to communicate experiences about your product to their personal and professional friends
• These customers calculate a product’s price-to-value ratio and compare product prices and features
• You need to become part of this conversation since your product is being rated. Join these group discussions.

Convenience

• Social media can quickly help your company identify the most convenient method for delivering your products and/or services as well as customer support.
• Your marketing plan needs to consider the convenience of purchase, delivery and customer support

Partnership

• In implementing product development and innovation, social media has allowed companies and their customers to work in partnership to find solutions that work to their mutual benefit
• Customers are demanding to be heard during the product design process. Do not ignore them.
• In your marketing plans, speak to the customer, not at them. Your customers have become quality control experts who desire to work with you to affect good products through instant feedback. Take advantage of their participation.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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