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Chapter 2 : The Paradoxes of Marketing to Connected Customers
The changing landscape creates a set of paradoxes for marketers to deal with, one of which is online versus offline interaction. Both are meant to coexist and be complementary, with a common aim of delivering superior customer experience. Furthermore, there is a paradox of the informed versus the distracted customer. Even as connectivity empowers customers with abundant information, customers have also become overly dependent on others' opinions, which often outweigh personal preferences. Finally, with connectivity come enormous opportunities for brands to earn positive advocacies. Still, they are also prone to attracting negative advocacies. That may not necessarily be bad because negative advocacies often activate positive advocacies.
Chapter 2 Reflection Questions:
What are some of the cases in your industry that capture the paradoxical nature of connected customers? How do you plan to embrace the paradoxes?
Chapter 2 Reflection Answer:
With immense invasion of digital activities, a massive shift has been noticed in reaching audience from traditional offline strategies to digital strategies. Dealership marketing activities were focused on generating high number of leads. Automotive dealership marketing efforts are concentrating more on improving conversion. User behavior when researching and purchasing products has moved at great pace over recent years, and the use of digital media in this journey is continually increasing. Most vehicle purchases are still carried out in dealerships, but the research carried out online beforehand is rising. Because there is a huge amount of content online covering everything from product specifications and customer reviews to product comparisons and pricing, many purchase decisions have been made before the customer visits the dealership. These decisions are significantly influenced by the marketing content consumers are presented with during the buying process.
The automotive industry is likely to have typical touchpoints across all social media. For example, Facebook is a hub of peer-to-peer discussion, where people talk about the choices they have made, or are about to make, when it comes to big purchases. Twitter houses discussions on the relative pros and cons of most vehicles. Pinterest is renowned for being an aspirational brand – it’s where people save images of things they want, and so it cannot be ignored in the customer journey. Even LinkedIn, typically known as a business network, is relevant because people use it to search for company car and commercial vehicle advice. The automobile industry must catch up when it comes to social media. Being present on it and engaging with their audience is hugely important.
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