The next step is to create a dedicated virtual space , a sort of forum where customers (potential or acquired) can find the assistance they need without going through the call centers or the company's customer care. Obviously, the brand will have to preside over these digital places, to moderate the answers, comment, add information and thank customers for their help.
The two previous pillars lay the groundwork for the third to emerge: the israel whatsapp resource development of a truly meaningful conversation that can go beyond the mere sales dimension. An effective content experience must have a fully dialogic structure , in which the possibility of two-way communication is foreseen. This means that marketers cannot limit themselves to publishing content (a short article, a video, a white paper, etc.) and remain inert, watching what happens (and if anything happens). They must create an open and polyphonic conversation , inventing different ideas each time and asking questions that induce interlocutors to respond and share their opinions, opening the debate to other interested users. The goal is to increase engagement , creating a deeper connection with their audience.
Choosing to address current issues, claiming a position and taking an open stance – which in the case of marketing basically means tuning into the target’s feelings – is a decision that must be taken with full knowledge of the facts and many precautions. The risk of some form of “washing” or, worse, a more or less “epic” “fail” is always around the corner. The path, however, is now mapped out: brands must create a content experience if they want to establish a relationship that adds meaning to the simple economic transaction .