The recent rise of consumer-led digital marketing has been swift. Through implicit and explicit actions, consumers are guiding the ship and almost forcing companies to cater to their every whim. No longer are marketers the sole decision makers when it comes to the direction campaigns will turn. Consumers now have a platform to vocalize their opinions--and they are not holding back.

Listen While You Learn
It is a well-known fact that consumers yearn for trust through transparency. When companies oblige, consumers have the upper hand in guiding the company's next move, but companies still need to find a balance of meeting consumers' demands while also ensuring they are meeting their own needs. One way to ensure a company maintains control is to pair social listening with traditional marketing strategies. While companies should engage with their customers via social media and e-mail to maintain an acceptable level of transparency, it should be through thoughtful and strategic responses.

The times are changing, and interaction on social media is shifting. In the past, companies mainly used social media platforms to promote their products, but today a majority of social media interactions are customer service-based. Sprout Social, a social media management software company, conducted a survey of customers' top choice of action for customer care. Of the individuals surveyed:

• 34.5% prefer to address customer concerns through social media
• 24.7% prefer website/live chat
• 19.4% prefer e-mail
• 16.1% prefer over the phone
• 5.3% prefer addressing concerns in-store

With the majority of customers using social media for customer service matters, it is imperative that companies maintain control over their accounts. Sprout Social reports that 1 in 3 customers will go to a competitor if ignored, so companies should ensure they respond to customers quickly and intelligently.

In 2015, YouTube celebrity Kevin Strahle (aka L. A. Beast) showed an interest in resurrecting Crystal Pepsi, the nostalgic crystal clear beverage that made an appearance in the early 1990s. Strahle inspired more than 33,000 of his fans to sign a petition to get the drink back in the hands of the public. In response, PepsiCo created a limited-time promotion encouraging people to download their new app, Pepsi Pass, to enter for a chance to win one of 13,000 six-packs of Crystal Pepsi. PepsiCo's Crystal Pepsi promotion was met with such an overwhelmingly positive response that PepsiCo has initiated another limited-time promotion for the product.

Customers are the driving force for building a successful business. Giving people the power to influence marketing decisions is a surefire way to help build and retain a network of loyal customers who feel their opinions are valued. Now is the time to take advantage of consumer-led digital marketing.

 
Monogram Communication Services
798 University Avenue
Sacramento, CA 95825 
Phone: 916.922.0930
Fax: 916.922.0929