Does Digital media bridge the gap between ‘Brand managers’ & consumers?


Digital engagement tools

Over the past few years we have seen an increase in the number of people using the internet as a source of information, and it has become quite clear that ‘digital media’ is the future, which leaves one wondering whether or not it has come to bridge the gap between Brand managers and consumers. This blog was inspired by an analysis which I was conducting on Safaricom (A Kenyan mobile operator) so most of my examples will be based on my findings.

Well let’s have a little comparison between the two (traditional media & digital media) when referring to traditional media I’m referring to:
• Radio
• TV
• Newspaper
• Magazines
In order to provide feedback (about a particular product or make a complaint) using traditional media one had to write a letter which would take ages before it would get to the desired destination, by the time the letter arrived, it would probably be too late. Or a faster way would be to make a phone call which would turn out to be expensive as most of the time, it went through to a customer care line, and there would be a huge number of people calling in and you’d find a person holding for long time.

While with digital media all you have to do is log on to a particular website, and write whatever it is you would like to write there or simply log onto any social network, visit the company page and simply post your comment, which I would say that it turns out to be cheaper and also much more convenient as people use the internet on a daily basis.

Safaricom Facebook Page

Safaricom Facebook Page

The screen shot  is an illustration of Safaricom’s facebook wall, from it we can see the interaction between their customers and the company itself.

Digital media has also opened up a platform for “Brand managers” to interact with their consumers at an extremely low cost by means of conducting online surveys whereby brand managers receive instant feedback from consumers without even having to leave the office.

I guess it is safe to say that unlike traditional media, digital media has opened up a platform whereby brand managers can monitor the performance of their particular product and also interact with their consumers, which also gives them an opportunity to closely get to know what kind of market they are serving, and also know how best to reach out to them.

3 thoughts on “Does Digital media bridge the gap between ‘Brand managers’ & consumers?

  1. Great observation. One wonders whether all brand managers appreciate the positive power of digital media, or they are blinded by their inability to deal with negative feedback coming through this platform. Even though companies are embracing social media in greater numbers than ever before, there is still an arms length relationship, where engagement, tracking, monitory and online reputation management activities are still outsourced. The missing link in a lot of cases is taking ownership, and this is reflected in lack of, delayed or automated responses to consumer questions and queries. There is still work to be done to get to the next stage.

  2. Brand managers are starting to recognize the importance of social media, but I do somehow believe that they haven’t seen it’s power, hence you find them creating accounts on social networks but not being active (engaging with consumers) on them. I believe that if companies were to spend money on (social media & Communications) training they would actually reap the rewards which come with social media.

  3. Pingback: Media Movements: PRINT goes along with web — hand in hand and that’s not changing …!! | media laundry- @Dhobitalao

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s