- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthThe Social Shake-Up Attracts Wide Breadth of Brands and IndustriesThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
4 Steps to Connecting with - and Engaging - Generation C
Posted on January 28th 2014
Connected, empowered consumers—also known as of Generation C—have come to expect businesses to know them, to understand them, and to deliver what they want, where, when and how they want it.
I recently published an ebook with IBM, The Connected Consumer and the New Decision-Making Cycle, that explores the new decision making cycle of connected customers. Thanks, IBM!
The goal of the ebook, and also this post, is to introduce readers to the differences that exist between touch points that connected customers rely upon to make decisions or inform those of others and those in which many organizations are investing. The idea of course is to discover new ways to realign investments while improving customer experiences and relationships. Even with this information however, it takes champions to make the case internally and bring together disparate groups that control various aspects of customer engagement today.
Together, we can learn and share, how businesses can adapt and lead the future of customer experience.
They demand superior service, competitive prices, and quick delivery. And when they don’t get what they want, their friends, followers and fans hear all about it.
How can you effectively communicate with this audience? You can start by realizing that we’re all part of Generation C (it’s not an age group, it’s a digital lifestyle), and in order to make the link, you need to think like a connected marketer.
Here are the four steps I view as essential when it comes to engaging with this elusive audience.
1. Don’t Be Shy: Getting Comfortable with Digital Exhibitionists
Members of Generation C are virtual attention-seekers. Everything they do, think and experience is shared through multiple networks. Breakfast is blogged about, breakups are broadcast, and if there aren’t any pictures, it didn’t happen. The good news? You no longer have to guess which messages will be relevant to your audiences. You can study conversations and connections and use up-to-the-minute insights to inform global, national, and hyper-local campaigns that resonate with customers.
2. One to One: Understanding Each Unique Customer
Once you’ve captured the attention of your customers and gained their interest—even kindled their desire—how do you move them to take action? By tapping into the wealth of insight that your customers give you during every step of their journey. Rather than forcing everyone through the same chute, your marketing, sales, and service should act as trusted guides, helping each customer along an individual path.
3. Shopping is Social: Finding Friends and Gaining Trust
Everyone is talking about your brand behind your back. That is, unless you’re tuning in to the right networks. Your potential customers are asking questions in social networks, comparing prices using mobile apps, reading real-time reviews, and watching videos with product information. They might decide to buy—or not to buy—without ever interacting with your brand. But you can’t just force your way in to the conversation.
4. The Future Funnel: Developing a New, Dynamic Customer Journey
By aligning your marketing and service strategies with the needs of Generation C, you can become a trusted partner to your customers as they shop and buy. And when every channel and message lines up with precisely what they’re looking for, exactly when they need it, you’ll gain more than loyalty and trust. You’ll transform your marketing strategy—as well the way you do business.