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Brand used to shout, Now they have to listen
One-way road was what branding was in the not so distant past. The slogans, logos and messages would be crafted by companies and then transmitted worldwide through various media outlets with an expectation that their target audience could be attracted. In this case, all that mattered was the ability to outdo one’s rivals while at the same time hoping to reach out amidst the noises.
However, things have since moved on.
Nowadays, brands cannot rely on shouting only for they need a new approach; listening to customers. It is beyond just a fad; it represents a paradigm shift in how firms interact with clients and forge relationships in the current market environment.
What is meant by Brands now have to Listen?
But what does it really mean for a brand to listen? It means acknowledging your customer’s comments, knowing their needs and favorites and engaging in interactive conversation with them. It means receiving constructive criticism as well as compliments and using this to build up its goods, services or messages.
However, why is listening important especially on the digital world of today? The answer lies in social media influence and consumer empowerment. With platforms such as Twitter, Facebook and Instagram, customers now have a megaphone that enables them share their thoughts and experiences. They also expect companies to pay attention.
Are there any brand that stopped shouting and started listening?
The case of Starbucks explains this further. When a viral video showed two black men being arrested at a Starbucks outlet in Philadelphia, the coffee chain faced an enormous backlash on social media. Starbucks listened instead of pretending not to see or releasing hollow statements. They used tools for social listening that monitored how people felt about the incident or spoke about it before taking action. In addition, the CEO of Starbucks personally addressed these gentlemen by way of apologizing for his behavior; he went further and closed down all operations for one day so that employees could be sensitized against racial biases. This was a good example of brand listening where an organization attended its clients sincerely in response to their plea’s.
How did Netflix evolved its branding game as per “Brands used to shout, Now they have to listen?
Netflix, for instance, has created a reputation as an active and interesting player in the social media. In the background, Netflix applies a technique called social listening that helps to evaluate its audiences’ tastes, mood and feedbacks to create content that is both pertinent and customized. Be it targeted advertising campaigns or product innovation like socks that pause your show when you sleep off, Netflix always keeps its ears open.
This phenomenon is not limited only to the big guns. Take Arby’s as an example. Social listening has helped this fast food franchise increase brand awareness and enhance reputation through engaging in relevant dialogues on social media and generating audience-based contents.
Listening remains one of the most powerful tools in the digital world at Grow by Millions. Consequently, we enable brands to switch their brand strategies from shouting out loud to paying more attention via several different means. We provide market researches up to customer analyses; all encompassing within content marketing as well as social media control allowing organizations connect to their customers genuinely thereby building sustainable relations with them.
If you are still holding on to the past – if you are still shouting out your message into the emptiness then it is time for you to be attentive. In today’s digital age, brands that have a listening ear will always make it. Call us today to help you evolve with times.
