Social Media is an enormous tool used by marketers. It is able to reach millions of people and give companies a way to engage with customers almost instantly. How ever marketers may be missing a huge opportunity. Companies spend most of their time marketing of Facebook, Instagram and some of the other large social media platforms.
The following are the benefits of engaging customers in a digital space.
1. Online engagement enables more customers to have their say, at their convenience: A dedicated digital engagement space ensures everyone has a safe access to meaning contributions to issues impacting their everyday life.
It also brings diverse groups together, including hard to reach customers, providing access to often neglected perspectives and bringing marginalised voices into the conversation.
2. Informed decision making: Making sure customers have their say and are listened to and involving the customers most affected, leads to decisions that are more likely to be legitimate, effective and sustainable.
The reach and accessibility of online engagement provides insights into the needs and priorities of customers and ensures investment is based on the expressed needs of the customers. Through improved and open communications, it aids in better policy making.
3. Community ownership: Ensuring investment is based more on the customer's expressed needs, it empowers a sense of ownership and sharing responsibilities for improving quality of services, projects and programmes.
With the ability to engage people with more resources, information and understanding, online engagement improves community capacity to understand issues and empowers customers to become subject mater experts.
4. Better responsiveness and transparency: Online engagement allows for continuous conservation between marketers, customers and businesses which in turn builds positive relationships.
Maintaining regular contact increases trust between customers and businesses hence bringing people together to foster better collaboration.
The following are the risks of engaging customers in a digital space.
1. Lack of credibility: Many online businesses find it challenging to prove they are legitimate, especially when they are small and just beginning to scale up.
2. Customer service challenges: Some customers simply prefer to shake a hand, speak with a person and online businesses often do not have the resources or capabilities for there. Customers are usually frustrated with the level of customer service that is provided through social media such as they never receive a response in time or never at all.
3. Market place saturation/ competition: Unlike offline businesses that may have one or two competitors in the area, online companies are pitted against dozens or hundreds of competitors accross the world. This level of saturation can make it difficult to win any marketplace penetration.
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