Social Media’s Impact on How Brands Connect to the Fragmented Consumer

RISMedia
Published: 06/28/2012
Posted by: RET Staff

New communications channels have changed how brands and their customers interact, making it a necessity for businesses to adapt and create stronger digital relationships that extend and strengthen their customer connections. Where and how consumers spend their time online has changed. They're choosing aggregators and social media over individual company sites and are increasingly accessing content and information via the mobile web using smartphones and tablets. In fact, to put the explosion of mobile usage in perspective, according to the Mobile Marketing Association of Asia, of the 7 billion people on the planet, 4.8 billion have a mobile phone while only 4.2 billion own a toothbrush.

Online marketers who syndicate branded experiences in destination sites can ensure a strong brand presence within the market space. With the help of Facebook and its 900 million active users, social media has quickly established a track record of successfully connecting digital brands to an ever-growing fan base.

Marketers were quick to launch branded pages on Facebook that linked out to their own websites. The traffic to their Facebook pages quickly took off, but consumers didn't need to leave Facebook to click to the individual company's site—the brand had been brought to them.