One of the most radical transformations in the communication paradigm - the increased use of social networks, opened the door to the decline of the hegemony of the traditional media and to the apparent end of a certain notion of brand loyalty. The massive volume of contact and interaction made possible has diluted consumer attention and put obstacles in the way of brand monopolies in a variety of sectors.
In this context, how is it possible to capture a consumer's attention and persuade them to buy our product or use our service in the face of permanent “noise” in an exponentially wider circle of contacts?
But in order to answer this question, it's necessary to understand that it's not social media that's killing brands... it's the very nature of the relationship between consumers and brands that has changed.
The mass media used to be the most common tool for developing relationships with brands, but their weight and influence have fallen radically. For this reason, it is impossible to continue to compare social media to other traditional media tools and make similar use of them, when the reality is now clearly different. The reason why branding resulted in the mass media is because we expected to find it there. People expected to find ads when they read newspapers and magazines. They expected it when they watched television. They expected it because mass media They are a message to a voice, which depends on the brand's ability to impose itself on the market's communication process.
Today, people hold the the power to shape the information they have access to - and not just to interrupt the message broadcast on traditional channels. With the rise of social networks, the interest became dialog and not just listening. And on social media - the space in which individuals develop this dialog - there is a risk that people will feel harassed if they receive contact from brands. If you're not providing them with qualitative content, you become just another voice in the crowd. Or worse, a brand invading their personal space, where they don't expect a brand to approach them as they did in the past. mass media traditional.
The answer to the problem of lack of loyalty to brands is a weighted content marketing. Social media can be used as a successful element of interaction, where personalized, relevant and engaging social media content and approaches are the path to a positive contact strategy. It is the type of content that is shared that helps to create leads, that customers are interested in. It is type of content that helps create brands.
Brands need to go back to their rootsThink like individuals, talk like individuals and interact like individuals. The business will eventually emerge.
You can read the article at: https://buzzmedia.controlinveste.pt/artigos-de-opiniao/130/marta-goncalves/esta-o-social-media-a-matar-as-marcas
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