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Why it's not good to just talk online |
Michael Weston's article on the subject of email marketing and intelligent customer engagement really serves to highlight the growing negativity towards brands that hide behind digital channels of communication ('Why it's good to talk online', PM, February 8). Brand appeal can only effectively serve on an emotional and transparent level if creative consumer choice is to be brought back to the fore.
A positive customer experience is best rendered through multichannel engagement, offering a range of touchpoints allowing the customer to talk to real people representing the brand; from face-to-face instore to the use of instant messenger and Web chat online. This strengthens passive interest into a longer term emotional connection, moving consumer and brand closer together.
Building brand status, whether a real community or a virtual one, needs to be strengthened by an intelligent and humanised marketing approach. Only then will a customer really begin to more fully engage with a brand.
Rob Denton
Managing Director
Navigator Customer Management
Surrey SM6
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