The emergence of social media has made it possible for one person to communicate with hundreds, or even thousands, of other people about brands and the products and services they offer.
Today’s consumers are moving away from traditional forms of advertising and are demanding more control over the way they’re consuming media. In addition, they’re connecting with brands in fundamentally new ways.
We no longer live in a world where companies closely control their brand’s perception. Social media, by its nature, has produced an empowered consumer whose amplified experiences are creating a new paradigm.
The empowered consumer is now a critical factor in influencing the perception of your brand and shaping the views of other people’s opinions, attitudes, and purchase behaviors. This groundswell has vastly shifted power to the consumer, who now has increasingly more control over the content and conversations that shape purchase behavior.
The days of traditional marketing funnel metaphors are out of the window. Brands must now map their unique current and future state consumer experiences to stay competitive in today’s ever-changing landscape.
Though social media has disrupted the consumer experience, it’s not the endgame, but rather one aspect of a larger marketing strategy and a means to engage and meet consumers where they are.
About the Author: LEWIS BERTOLUCCI, is the HEAD OF SOCIAL MEDIA at HUMANA INC. He has over 10 years’ worth of experience in a very dynamic and heavily regulated health care industry. In his role, he is responsible for building a scalable social media program across the enterprise from the ground up. Lewis was able to harness his passion for digital and an iMBA (Integrated MBA) in entrepreneurship within the corporate walls to build not only a sustainable social media program, but also a team of associates that he leads.
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