We hear a lot about the need to attract and engage consumers. The real power of communications in digital channels comes from going beyond that. If we can construct dialogues that enable and empower the individual and lets them control the future direction of communication then we have truly placed people at the centre of the communication and will develop trust accordingly.
See below, this illustrates both the opportunity and challenge of doing this. Brands are reluctant to let go of control but they must if they are to reap the benefits of trust based communication.
In practice what does this mean? It means starting dialogues not knowing where they will go, creating a piece of communications that opens up a conversation and then listening before deciding where you (the brand) wants it to go next. If you really get to the point of empowering the consumer you find a way to let them take the brand in the direction they want. Obviously there are constraints, obviously whilst I talk about individuals we are really talking about a collective consciousness but the principles still apply.
This work is licensed under a Creative Commons Attribution-Share Alike 3.0 Unported License.
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