With the introduction of big box stores, franchises, and global online stores, it is becoming increasingly difficult for merchants to make personal connections with customers. This is a big deal because, without this personal connection, it is next to impossible to create a long lasting, trust filled relationship between seller and purchaser. Surprisingly, some retail outlets, merchants, and corporations have accepted this loss of relationship as a necessary progression in our increasingly digital world. This conclusion is both we erroneous and dangerous.
Without the development of relationships between product and consumer, especially in regard to products like ordinary household items, companies become susceptible to price reduction in an effort to remain competitive. Competition based on price is a no win situation for everyone involved and are usually applied as a last resort.
Much like most changes that occur in life, the most effective way to thrive in an increasingly digital world is to embrace the new situation. Smart marketers are not blaming new media and new technologies for the loss of personal connection; they are not waiting for this wave of change to run its course; they are instead utilizing these new concepts to further the connection between product and customer. As an example, companies may utilize technology to initiate extensive training programs in areas such as customer service, product knowledge and sales in an effort to help their employees deal with customers from a relation based point of view as well as a transaction based one. This may or may not be an effective and viable option depending on employee turnover and retention, employee capabilities, etc.
Another example of technology helping to initiate and retain a certain relationship would be equipping locations with digital signs at the point of purchase. This is becoming a very popular method across many industries. The best example of this would be a coffee shop or fast food joint with a drive-through window.
A customer will pull up into a drive through at any given location of a fast food chain. She is hungry and plans to purchase a sandwich and soda to tide her over until dinner. As she is waiting in line to shout her order into the crackling speaker box, she is provided with a distraction in the form of a digital display. As she watches a short “commercial” that includes the company's founder describing their current family meal deal, she realizes that she does not necessarily have to cook tonight and, forgoing the sandwich she instead decides to purchase the family meal deal. A personal connection has just been made and an up-sell has taken place.
Digital signs are just one of the less obvious but incredibly effective mediums that smart retailers, food service companies, and other corporations are utilizing to recreate that personal connection of yesteryear. So, although it is becoming increasingly difficult to retain that warm fuzzy feeling that is evoked from a consumer's favourite brand name product, innovative companies are finding surprisingly uncomplicated ways to do just that.
Business Communication Making Connections In A Digital World
MySpace is an online community focused on helping individuals to make new friends or reconnect with old friends. With this type of goal in mind it is not surprising that the vast majority of MySpace members use the community to make connections with other members. This may include staying in touch with old friends and family members, reconnecting with lost friends, making business connections or even meeting romantic partners. This article will discuss how all of these opportunities are available on the MySpace community.
Keeping in Touch with Friends and Family
MySpace can be an excellent way for friends and family members to stay in touch. Encouraging friends and family members to join MySpace with you can help you to stay in better contact with these individuals. Communicating through MySpace is a lot of fun and gives users the ability to post pictures, audio files and video files in addition to personal information presented in a blog. Members can leave comments for each other or just stay in touch by reading each others websites and posting personal information on their own websites for others to read.
Reconnecting with Lost Friends
Overtime we all lose contact with some of our old friends. Whether this is a trusted friend who was with you through the trying times in high school, a companion who helped you make it through college or even an acquaintance you met in passing at a bus stop MySpace can help you to reconnect to these old friends.
One passive way to reconnect with lost friends is to simply create your own MySpace website and wait for these lost friends to contact you. This may not always happen but it is possible. MySpace is an extensive community with members all around the world and it is very possible your old friend may see you on MySpace and contact you. Also, if you create a blog entry expressing an interest in reconnecting with an individual, your blog may be seen by someone who knows your lost friend and passes along the message.
Another way to find lost friends on MySpace is to use the search feature. The simplest way to search for someone is by using their full name. However, not all members post their full name. Other methods of finding an individual include entering their nickname into the search feature or entering keywords related to their favorite hobbies, books, movies or entertainers. This method may require a great deal of research and may be quite time consuming but it can help you find your lost friend if they have a website on MySpace.
Making Business Connections
MySpace can also be used to make business connections. The search feature can be used to find others who share your business interests, dreams and goals. Once you find these individuals you can engage them in conversation by sending an email or instant message or by leaving a comment on their website. These connections may lead to potential business relationships but they may also simply be networking opportunities which allow those interested in certain business aspects to converse with others who share this interest.
Meeting Romantic Partners
Finally, a large portion of those who are using MySpace are hoping to make a romantic connection. MySpace is an online community which enables users to post photos and information about themselves for other members of the community to view. This effectively makes MySpace very similar to a dating service. There is also a space for users to enter information regarding whether or not they are single or looking for a romantic interest. Those who are looking for romance can spend time searching for others who they find physically attractive, share their interests and are also seeking romantic companionship. These MySpace members can contact each other through emails, instant messages or through comments left for each other on the websites. A courting relationship online can progress to an offline relationship or can remain online depending on the wants and intentions of the partners.
Both Stella Van H & Dan Clare are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
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