Engagement strategy just a sales tool

It is great to see car manufacturers like Honda moving beyond conventional advertising and demonstrating an interest and understanding of customer engagement (MW 10 February). However, I question Honda’s claim that its latest marketing initiatives are “consumer focused, not budget-led”.

Using social media encourages open communication and conversation. The decision to buy a car is a lengthy process and engaging with consumers in this way can ensure front of mind and an affinity with the brand.

Through the combined use of data analytics and social influence methodologies, it’s possible to engage and change consumer perception to increase your brand awareness.

Mike Fisher, chief futurist, Indicia

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