Social Media a key driver in creating customer engagement
- United Arab Emirates: Sunday, June 10 - 2012 at 14:55
- PRESS RELEASE
Digital media has evolved beyond merely being a one-way channel, to a medium that creates a web of interconnectivity between all of the other more traditional marketing channels such as TV or radio. And businesses can no longer afford to view digital media as simply another channel through which to funnel a generic section of their marketing campaigns.
The Capital Club's General Manager commented, "There has been a great increase in interest in personal and business development related activities and events from our Members. Through events such as this presentation by Omnia, we are looking to provide our Members with actual and tangible business-related tools and expertise."
Clive Primrose, the Director of Digital Services at Omnia, a fully integrated communications agency based in Dubai, shed light on how employing an effective digital strategy can raise brand awareness and increase customer engagement.
Primrose remarked that the traditional marketing campaign, where one large idea would drive the content sent through all of the various media channels, no longer holds true in the digital age. With digital media consisting of numerous already interconnected channels such as Facebook, Twitter and Google, and further creating connectivity between all of the more traditional channels, what is now needed is a strategy that targets each channel's specific use right from the onset of the campaign concept.
He emphasized the importance of thorough research that allows strategy to be developed for online, offline and on the ground marketing approaches stating, "The modern marketing campaign can no longer be like a nice set of matching luggage, even though it looks good, it can never quite fit everything that you need." Instead a strategy that contains several approaches, that have been designed to work specifically with different channels to meet a certain set of needs, is required.
Primrose also stressed that the use of social media had become one of the most important tools for real two-way communication between businesses and their customers, and that this communication gives companies the opportunity to greatly increase their customers' engagement and ultimately loyalty if handled correctly.
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