Searching for the next best article to read. I came across a post from Experience Matters by Allyson Hohman. She gives some great information to make you question if your brand is on demand.
She says “Listen to your audience. Get to know what they really feel about your brand. No, what they REALLY feel. You may be surprised what you hear – good and bad. There are some free social monitoring tools that can help with this process, but if you only listen for a small amount of time you will find yourself back at square one sooner than you can tweet about the experience. Build a solid foundation for the future. Take the time and invest in a tool that will help you get ahead.”
Being equipped with the right messaging in the right place when the consumer chooses to engage is being ON DEMAND. So how do help with that? Social Media of course…Join the bandwagon.
1. Insightful – Know your audience. What do they like? What is their online behavior?
2. Remarkable – Stand out from the crowd. Use emotion to connect with your audience. Let them know you understand them and can make their lives easier and/or more enjoyable.
3. Valuable – Getting someone to engage with your content is the first hurdle, but how do you get them to return or engage with you again? Give them something of value. Make it about them, not you.
4. Dynamic – “2.83 million pieces of new content are posted every day.” (Nielsen BuzzMetrics) Don’t be part of the clutter; create a path that is uniquely yours.
5. Portable – Engage with the consumer wherever they are, at any time. Consumers are looking for you – be there to greet them.
6. Conversational – Online media has transformed into a social and interactive experience. Brands must participate in the conversation. Consumers now expect it.
7. Everywhere** – Consumers don’t see the difference between channels. They do not care nor do they want to understand your online strategy. They just want to find what they are looking for when they want it. Simple. Be where your consumers are. Use insights to make these decisions.
No, but If you want to have a long lasting relationship with your audience, then you must understand where they spend their time online, how they use each channel and why they use each channel. Perhaps in your business this is everywhere.
Use the three P’s as a reminder.
Penetration – What’s the penetration of a channel against the target audience?
Perception – What is the consumer perception of a channel among the target?
Potential – Can we successfully market to them in a particular channel?
If you always start with the customer, use the On Demand framework and consider the 3 P’s, you can place your bets and win every time.
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