Digital channel brands can use to develop relationships with consumers

Worried about Digital channel brands can use to develop relationships with consumers.

There are mainly 4 types of digital channel to engage the customer on your business.

• Search
• Display
• Video
• Social

Question: According to one of many experience and opinion, which is most effective? 

Well the answer can be :- 

(Social channel as most effective for consumer relations and business)

Example:- GUESS (Clothing and appeal & accessories)

Kyle Maurer, global director of social media for Guess, was asked how social was going to drive traffic to the brand's e-commerce site. He looked straight to the data. But after looking at Guess's 2013 results, he discovered that

A.   95% of its social media actions were non-trafficking actions—like photo likes and Facebook comments.

B.   Guess discovered that its social channels were currently driving two opposite ends of the social spectrum: awareness and advocacy.

Then brand experimented with putting user-generated content—specifically, images of consumers wearing the brand's apparel and accessories—near the point of conversion to see if consumers would click through and buy.

Guess has seen two to three times the lifts in conversion by leveraging user-generated content.

To better determine how it can drive consumers to its titles' online content, analyst looks at specific KPIs, including reach, interaction rate, site visits, and loyalty—specifically,

        1.   do consumers visit a brand's site four times a month or more,

        2.   and do they engage for at least eight minutes a month,

Then, analyst looks at which consumers engage with and returns to the company's sites the most and optimizes its social content based on their behaviors.

They has implemented this social schedule across about 12 of its brand and has seen

1.       up to 300% increases in audiences referred from tested social networks,

2.       up to 260% increases in audiences spending eight or more minutes on a brand's site,

3.       up to 580% increase in audiences returning to the site four or more times a month.

 Example:- DOMINO'S PIZZA using Twitter 

     Domino’s pizza

Marketers at Domino's Pizza UK recognized a savory opportunity to convert thousands of those die-hard sports fans and TV viewers across the United Kingdom into loyal pizza-munching customers.

#BigNightIn prompted an average engagement rate of 5.2%. Perhaps more impressive is that several promoted tweets saw engagement rates of more than 20%—some peaking at 23%,

Also all-time high for Domino's UK, there were more than 24,000 @Dominos_UK mentions, which equated to more than three million impressions. In addition to engagement, the Twitter campaign allowed Domino's to learn about its customers.