First came influencers, which have been followed by micro-influencers since the key to marketing to millennials on social media. But in line with the Tetra Pak Index 2017 brands should be targeting ‘leaders’.
The world’s leading food packaging and processing solutions firm is advising manufacturers to ‘focus their participation if they are to flourish in a connected planet’.
Who qualifies as a superb boss?
Tetra Pak says that leaders that are superb are new amplifiers and a digital community of early adopters who’ve emerged as the group in regards to creating brand preference.
Just 7% of the population that is online qualify as super leaders, that are the most active individuals online. 57 percent of them compose product or brand testimonials each week, with 65 percent of them being prone to following a favorable experience.
78 percent of leaders that are superb expect a new to reply to ratings and their reviews, with 79% saying that affects how they view services or its products.
From linear to complicated networks
The rise of the super leader is indicative of the way that the customer journey has changed to a intricate system of different touch points from a fairly linear process. The nature of super leaders approach to engaging with brands is an instance of the way that customers search for guidance and advice .
The typical consumer now searches out information about a new or product from four data sources. This usually means that brands are not in charge of the information which consumers see regarding their products.
“Using new strategies to make it to the connected customers is especially important once you think of Generation Z and many others that are becoming a significant customer group,” Alexandre Carvalho, Director Marketing Services at Tetra Pak said.
“They’ve been brought up in an electronic world, and expect brands to convey in a similar way. The age of passive communication is over. Brands will need to adjust their communications and use more channel-specific, clever, engaging and authentic content if they are to seize the opportunities in this new universe.”
