Two-Way Communication

17/365 Talk To Me
Originally uploaded by Pascale PirateChickan

By Richard Dalke

Looking at the evolution of communication and the development of interaction between brands and their consumers, two-way communication has been made easier with the rise in social media and it appears in a report by Coporate eye is showing that very few companies are taking advantage of this.

Not only can brands convey their message to consumers via social media but consumers can convey their message, and interpretations of, back to the brand. This can be a major advantage to advertising products/services or building brands. Research has shown The importance of communication in maintaining profitable stakeholder relationships, attracting and keeping customers and building brand value, Duncan and Moriarty (1998, p,10).

With the amount of information available online and some of the heavy influence that consumers now have thanks to the voice supplied by social media ,companies should talk to these opinion leaders to find out if there is anything going on in the market that they are unaware of.

Companies are quick to monitor the ‘buzz’ or what people are saying about a brand online but interaction with consumers can not only lead interested parties to have enduring involvement with a brand but this can lead them to becoming innovators and become more persuasive in the information that they supply to other consumers.

I think this concept is explained well in the video below:



References:

Duncan, T. Moriarty, S. (1998)"A Communication-Based Marketing Model for Managing Relationships", The Journal of Marketing, 62, 2.