3 Essential Reasons To Unlock the Business Value of Social

Sprinklr
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Key Takeaways

What? Social media has connected consumers to brands more than ever before. 

So what? It is important that brands incorporate social media into their day-to-day operations as customers expect them to see them and hear them on every channel.

Now what? Learn more about unlocking the business value of social media, download this report written by Sprinklr and IBM.

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Social media has made the world smaller and more accessible. A teenager, armed with just a laptop and a Wi-Fi connection, can release a clothing brand that goes viral overnight. An ambitious baker can post her latest concoctions on Instagram and sell out for the next month.

For individuals, the business implications of social media are becoming more clear each day. For large brands, the new landscape is just beginning to take shape. There is, however, one undeniable truth: brands need to harness social media as a central component of their day-to-day operations.

Here’s why.

1. The Game Has Changed

Thanks to social media, over two billion people around the world have the power to talk directly to each other – and to brands. Consumers are connected like never before, and because of that, they’ve become more powerful than ever before.

The result? Higher expectations. Today’s customers expect brands the see them, hear them, and please them on whatever device or social channel they choose. And they expect that level of service 24/7.

Because social media has ushered in this era of heightened expectations, it’s clear that social – more than any other channel – offers companies a way forward. This doesn’t simply mean that brands need to increase their daily Twitter output, but that they must ground nearly every department – marketing, advertising, care, and others – in the social channels that their customers frequent.

"How do you want your customers to feel during every interaction they have with your brand? It’s a basic question, but it should be a fundamental concern for every brand in the world."

- Carlos Dominguez, President & COO, Sprinklr

2. The Power of Personalization

While consumer expectations are becoming difficult to meet, people are making life easier for brands by constantly telling them what they want and don’t want. This is to say that consumers increasingly take to social to talk about their experiences with a brand – good, bad, or otherwise – and solicit recommendations from their digital networks.

Today, consumers are providing insights that brands could only glean from costly focus groups just a few years ago. This dynamic makes it easier for brands to provide the products that consumers desire while providing relevant, personalized experiences at every turn.

Brands no longer have to guess what customers want, as social has ushered in a new era of knowing what customers want.


FREE DOWNLOAD: Learn more about unlocking the business value of social media, download this report written by Sprinklr and IBM.


3. Technology is Up to the Challenge

As of this year, there are 5,381 third-party marketing solutions available. This is compared to the 3,874 that were available just last year.

The stunning proliferation of marketing technology reflects both the difficulty and opportunity of navigating our uncontrollable, unpredictable, dynamic world. Brands have run into challenges, and technology companies have emerged to meet those needs head on.

Governance, data, collaboration, the ability to gain business insight – there are now several options for each of these tasks. And while one platform will unlikely rule all, the time and resources required to manage an unwieldy marketing stack is compelling companies to move from a “best of breed” point solutions approach to a “best of suites” approach. That is, they’re combining a few marketing-leading platforms to manage customer experience at scale.

Another important consideration for brands is how to integrate social with legacy technologies such as email, website, and customer relationship management (CRM) in order to simplify the management of a complicated marketing technology portfolio.

With the right set of core solutions, organizations can stop struggling to sync program A with program A, and spend more time engaging with their customers – listening, collecting, organizing, and distilling data to create great customer experiences and drive innovation. 


FREE DOWNLOAD: Learn more about unlocking the business value of social media, download this report written by Sprinklr and IBM


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Author Bio:

https://auth.ama.org/PublishingImages/SprinklrLogo-GR-stacked-multi.png
Sprinklr
<p>Sprinklr is a social media management platform (SMM) that provides digital transformation solutions for enterprise businesses, with a focus on customer-first.</p>
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