Tag Archives: customer engagement

Multicultural Millennials: Building Relationships with Young Consumers

Recent insights from Nielsen reveal that “multicultural consumers are transforming the U.S. mainstream… (p)ropelled by the twin engines of population growth and expanded buying power.” I explored the Nielsen data in a previous post, reaching the conclusion that in order for brands to serve this rapidly growing segment of multicultural superconsumers, diversity must be more than just a buzzword. When diversity of experiences, voices, and viewpoints drives a brand’s identity, communications strategy, and product development, it can authentically and successfully resonate with a multicultural market.

In addition to embracing a diverse set of influences, how can brands reach the young consumers who are poised to become major market forces over the next decade? In a time when consumer trust in major public institutions (including business) has been compromised, brand builders must strive for authenticity, communication, and a purpose-driven approach.
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Brand Advocacy: Getting Your Customers to Converse

In the past, many marketers sought to create messages that spoke to a broad audience. Because interpersonal communication wasn't possible at the same speed and ease that it is today, many brands competed to have the largest megaphone, blasting out the most creative message to large swaths of customers. 

More recently, with the rise of new digital technologies and platforms, customer engagement has become an increasingly two-way street. Brands that have discovered meaningful ways to have a conversation with their customers, instead of just talking at them, are reaping the rewards of brand advocacy. Wendy Lea, CEO at Cintrifuse, highlights this in an article for Inc Magazine,

“[Companies are] using social technologies to form meaningful, ongoing relationships that involve frequent online interactions… [and] customers who engage with a brand online report spending 20% to 40% more on that brand, or on that company's products.”

So, how do we get our customers themselves to advocate for our brand? Let's take a look at good ways to start a conversation and build a relationship.

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