Businesses that engage in two-way communication with their customers will deliver the most effective online marketing campaigns, said leading marketers at the Drapers Next Generation Academy.
“Manipulating social media is not right, as it loses the emphasis and [the customer] will see [through it],” said Richard Ralph, chief executive of menswear brand Pretty Green.
“Marketing mediums have diversified and online is more of a dialogue,” said Jonny Hewlett, UK managing director of denim brand Diesel. “Our global Facebook page is a critical forum to engage with customers, and to even sell product.”
Rafael Gilston, managing director of brand consultancy Geek, pointed to the backlash on Twitter when Gap launched its new logo, which didn’t appeal to consumers and led to a u-turn from Gap. “The customers said ‘hold on, this is my brand’. It’s about co-creation now.”