Marketing 4.0: Moving from Traditional to Digital

At a more micro level, humans are embracing social inclusivity. Being inclusive is not about being similar; it is about living harmoniously despite differences. In the online world, social media has redefined the way people interact with one another, enabling people to build relationships without geographic and demographic barriers. The impact of social media does not stop there

Marketers can also reward customers for developing better habits and changing behaviors.

The most common actions that marketers try to influence are transactional actions such as purchases, referrals, and payments.

Marketers can also encourage customers to complete non-transactional tasks. As discussed, a gamification program can also motivate customers to write reviews.

Rewards are given when customers complete certain transactions, such as buying more products or referring friends. Since privileges are attached to customer tiers, companies give more expensive rewards only to those who truly earn the rewards.

There are several reasons why gamification is the ultimate tool for engagement. First of all, gamification takes advantage of human desires to achieve higher goals and to be recognized for their achievements. Some customers are motivated by rewards, and some are motivated by self-actualization. As with games, there is also a certain level of addiction involved in pursuing higher tiers. Thus, customers have continuous interactions with the companies, creating stronger affinity.

Companies should realize that in the long run, responding to all the conversations on social media will become an impossible task. A mindset shift is required from traditional one-to-one CRM to social many-to-many CRM. Instead of engaging in the conversations themselves, companies should involve loyal advocates to be volunteers.

a brand that intends to develop a social CRM platform must recruit and develop social CRM agents who can properly represent the brand with a high level of empathy. The agents should have the right personalities and attitudes, reflecting those of the brand. These agents should be trained to converse with customers on behalf of the brand.

a brand that intends to develop a social CRM platform must recruit and develop social CRM agents who can properly represent the brand with a high level of empathy.

A good social CRM practice, however, can turn into a good marketing campaign when customers are impressed with the results.