Meet "Dave", a 37-year-old from Durban, who liked or followed your brand a few years ago on social media. For now, that’s all you know, because Dave isn’t engaging with your brand beyond that. He’s not entering your competitions, and hasn’t signed on for your off-platform loyalty programme. Whether he is actively buying or advocating for your brand with his peers is also a mystery. The rise of social media promised a marketer’s dream — a direct relationship with customers and potential clients, and a ready-made audience for brands through the creation of brand content. Big corporates invested heavily in content creation and teams of social media "gurus" who promised to convert the crowd into customers, and to create engaged and captive audiences for branded content.
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.