Companies that communicate differently
We live in an era of change And, as a result, organizations increasingly need to adapt to the needs of today's consumers in order to survive.
Today, we're taking a look at two companies that communicate in different ways. Would you like to learn more about them?
The well-known brand of “fruit-flavored candies” has been increasingly focusing on marketing. Social media is widely used to drive innovation in communication strategies and to empower employees to develop a social media strategy aligned with the company’s goals.
These are some basic examples that, at this point, all—or almost all—brands are adopting. So what sets the candy brand apart from the rest?
Building on its popularity, the company decided to give its customers control over its website. How?
The homepage became a large interactive menu that redirected users to social media and collaborative content sites.
For example, the “Media” link took the user to Facebook, but “Chatter” redirected them to the Twitter page.
Consumers were therefore free to choose where to browse and what kind of experience they wanted to have.
The brand pioneered this strategy, which generated a huge buzz online and encouraged consumers to actively promote the brand. Through this initiative, the brand was able to gather feedback and tailor its strategy to its audience.
Ford is another example of innovative communication with its customers.
In 2013, the company also pioneered a new technique that is now used by most companies in the automotive industry.
But what kind of strategy is this? The company uses events open to the public to launch and promote new car models.
“We’ve reinvented the way we communicate with consumers. We’ve realized that people want to interact with the brands they use every day, rather than just passively receiving information,” explains Rogelio Golfarb, Ford’s vice president for South America.
What do these two cases have in common? It’s that both Skittles and Ford are committed to open dialogue with their consumers, thereby fostering a sense of brand loyalty among their customers.