Ignorer la navigation
It’s All About Connection
Article

It’s All About Connection

How Direct-to-Consumer Brands Are Rewriting the Meaning of Marketing


résumé audio créé automatiquement
résumé audio créé automatiquement

Editorial Rating

8

Qualities

  • Applicable
  • Concrete Examples

Recommendation

In a world of ad-blocking software and skeptical consumers, the old ways of marketing are slipping away. Instead, companies have to find a new approach. Andrew Caravella of social media management tool Sprout Social argues that brands need to connect with their customers to truly succeed. In this well-structured, clearly written overview, he provides concrete examples of direct-to-consumer companies that are doing things right.

Take-Aways

  • Today’s consumers are skeptical of conventional advertising. They’re more likely to respond to companies that build relationships with them.
  • Instead of opting for the competition, 76% of people patronize brands to which they feel attached.
  • Companies can create a one-of-a-kind connection with their customers by marketing through “user-generated content” on Facebook, Twitter and Instagram.

About the Author

Andrew Caravella is vice president of global partnerships at Sprout Social, a social media management tool.


Comment on this summary or Démarrer une discussion