A3 The Use of Technology in Developing Customer Relationship Strategies
Digital media refers to any information communicated over the internet or computer networks. This includes
websites
social media platforms
mobile apps
digital advertising
email marketing
Using Social Media to Develop Customer Relationships
Social media are online platforms and applications that enable users to create and share content, participate in social networking, and interact with each other. Examples include Facebook, Instagram, Twitter, LinkedIn, and TikTok.
Businesses can use these social media platforms to help build stronger relationships with their customers in a few key ways:
Engaging with customers
Tracking customer interests
Communicating the brand
Personalising interactions
Engaging with Customers
Companies can actively chat with customers, answer their questions, and respond to their comments on social media. This shows customers that the business cares about their needs and wants to have a real conversation.
Tracking Customer Interests
By monitoring how customers interact with the company's social media posts and content, businesses can get a better understanding of what their customers like and what's important to them. This helps the company personalise their approach.
Communicating the Brand
Social media gives companies a direct channel to share information about their products, services, and brand personality. This allows them to build awareness and familiarity with customers.
Personalising Interactions
Using the insights they gain from social media, companies can tailor their communications to each individual customer. This makes customers feel valued and builds a stronger, more meaningful relationship.
Using Viral Marketing to Develop Customer Relationships
Viral marketing refers to marketing techniques where content is created that people want to share with their social connections, leading to exponential growth in brand exposure and influence.
Viral marketing can be a great way for companies to connect with their customers and build strong relationships.
Gaining Customer Insights
When a company runs a viral marketing campaign, they can collect lots of useful information. They can see what kind of content their customers like to share, who the most influential customers are, and what people are saying about the brand online.
Personalising the Experience
Companies can use these insights to make the customer experience even better. They can create content and offers that are tailored to what individual customers are interested in. They can also provide faster and more helpful customer service by monitoring online conversations.
Strengthening Relationships
By listening to what customers are saying and responding to their needs, companies can build stronger, more trusting relationships. Customers will feel heard and appreciated, which makes them more likely to keep engaging with the brand in the future.
