In today’s world, the appreciation of a brand does not end with purchasing its products. In fact, today brands need to be present in their customers’ lives on numerous levels in order to maintain and improve their relationships with them. In the mobile and social era, brick and mortar relationships have shifted towards the virtual plains of the internet. Now more than ever, customers have many outlets to express their love or hate of brands, and those opinions have a tendency to spread fast. In Canada, for example, 17 percent of shoppers admit to connecting with brands on social media in order to provide positive or negative comments on their experiences. Other reasons to visit social media brand pages, according to Canadian consumers, include obtaining attractive deals, researching products, or participating in competitions.
With this in mind, many brands in Canada utilize Twitter and Facebook, among others, to communicate with their customers. In 2015, it was measured that the travel vertical had the highest amount of brand posts on Facebook – 35.4 posts per month, followed by 33.6 posts from retail brands, and 29.5 posts regarding electronics. On Twitter, brands that were the most engaging based on the number of customer interactions were retail brands, such as Amazon or eBay, or auto brands, like Ford, Audi and Volkswagen.
Once a brand-customer relationship is established, customer trust is the base for success. More than 80 percent of Canadians claim they would pay more for products or services from trusted brands. Good values, integrity, reliability, and honesty are just some of the factors encompassed by the consumer definition of brand trust. As of 2015, among the brands which were able to secure and maintain customer confidence are names such as RBC Royal Bank, Air Canada, Bell Canada, and Shoppers Drug Mart.
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