Since the commercial use of the internet began, the business landscape has developed and shifted drastically. As of 2020, Canada had 27.7% of all retail sales coming from online methods. With now having almost 90% of the population owning a smartphone with access to the internet, it is no doubt that new trends have sprouted from the massive technological innovations (Statista, 2021). The emergence of social media and sharing platforms have resulted in a different relationship between consumers and brands. New technology has changed how consumers search, evaluate, and purchase, severely altering the traditional customer journey.
Within this process businesses and agents collaborate with customers and each other to design, implement, and track campaigns intended to drive and sustain business profits. This new environment has allowed for increased participation and sharing. Now we find that social media influencers are those who are able to generate participation in the form of engagement and are the thought-leaders sharing their opinions via social media. Mobile and social media have rapidly grown to become part of the daily life for a majority of those across the world, leading to the development of a new type of customer relationship. The evolution of digital marketing has led to has “enhanced” the ability for brands to engage, interact and make sales with consumers. Now brands, are leveraging the ability of social media influencers to generate awareness and engagement to also drive sales.
According to Statista (2021), as of January 2021, there were 104 million active social media users within Canada. This is approximately 78% of the entire population, demonstrating a widespread acceptance of sharing platforms such as Facebook, Instagram, TikTok and
Twitter. Social media specifically, allows for customers to share word-of-mouth not only to those immediately accessible to them, but to unknown users across the world through social networking, hashtags and public domain posting (Kannan and Li, 2017). On these platforms, the consumer role shifts as they publish reviews on various brands, products and
services. These platforms have created an environment where with enough online support by total strangers an average person can become a nano influencer.
The Social Monarch Co. harnesses the power of social media coupled with the strong influence of word-of-mouth ambassadorship.
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