<b>Simon Smith</b>, Digital Director, Interbrand EMEA & LATAM
Our statistics show that 67 per cent people believe in social media, whereas only 17 per cent people believe in advertising. The power of social media today has truly changed customer service. Post purchase service and experience play a big role today; a satisfied customer will post a great review which is greater than all the huge advertisements that the company might put out.
Our statistics show that 67 per cent people believe in social media, whereas only 17 per cent people believe in advertising. The power of social media today has truly changed customer service. Post purchase service and experience play a big role today; a satisfied customer will post a great review which is greater than all the huge advertisements that the company might put out.The mixture of creative and business experience has allowed Simon Smith, Digital Director, Interbrand EMEA & LATAM to grow into a trouble shooter in many different positions and agencies around the world. With a growing emphasis on making every penny count; the role of enhancing digital in more effectively enhancing brand positioning, creating and maintaining loyalty and thus commanding a premium amidst competition is pivotal.
In conversation with exchange4media’s Priyanka Mehra, Smith talks about using digital to deliver a seamless experience, misconceptions regarding the digital medium, how marketers need to leverage this medium to make it matter, role of the internal consumer and more... Q. How do you integrate your digital strategy with your long term business strategy?
Digital is more important and used by people who are older; reviews play a very important role in their decisions. In the offline world, if you knew someone for 15 years and he owned a BMW, and he said that it was a brilliant car, your purchase consideration would be influenced by this greatly. Similarly, if you read a great review of the car online, you would believe it as there is a trust factor, because why else would someone take the trouble of posting a review. Consumers are extremely smart today and can see through the difference between real reviews and fake ones.
Q. What are some of the factors that brand marketers need to bear in mind to enhance digital in leveraging their brand more effectively?
• Build a seamless experience of your brand that fits your target audience. There is no division anymore between the online and offline worlds. Your consumers experience the story of your brand , what it offers, how it offers it, and why – in a non-linear and decentralised array of touch points
• Digital isn’t always about numbers, it is about quality and quantity. Look at digital like a traditional medium; it is not only about numbers, but about customer service. If a client had a complaint, how fast did you respond to him matters; liken this to an offline dealership model and treat in similarly.
Q. How important is internal engagement for a company to optimise digital as an effective tool?
Q. What are some of the common misconceptions that stop marketers from optimising the digital medium?
A mobile phone company in the UK thought they were the most liked mobile phone company in the world because they had 7 million Facebook likes, they gave a phone away every day. Sales response is the lowest form of attachment to the brand. Statistics show people will subscribe and then unsubscribe, so having Facebook, Twitter and YouTube does not mean you have digital, it could actually mean you are harming your brand.
Q. Being an important part of digital, what role does social media play in the purchase consideration?
Q. Any significant trends that you have observed in India?
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