Thank you to all who had the time to attend my keynote guest speaker presentation at the #NZIE annual Business, Management and Leadership Symposium last month. After presenting my ongoing project on relationships between businesses and consumers on social media, the discussion turned to whether businesses know their consumers enough to offer meaningful and memorable experiences both online and offline. The short answer is no. So, here are some after-thoughts following my discussion with the audience.
Quite obviously, consumption practices take on new meanings in the digital age – without being broadcast/shared/communicated on social media, they are pointless. Last year my clients called a whale watching tour off simply because they forgot to charge their cameras. I’m not surprised, I teach consumer behavior in my marketing classes 🙂 What I try to say is that if a business does not offer their consumers an opportunity to create and share their content/experiences with others (yes, it’s about user-generated content and consumers’ self-expression, academically speaking) then it’s probably wasting time on social media. The key is to learn what makes consumers engage with a brand. I’m sure that there are numerous personal as well as professional reasons.