The consumer's expectation of a relationship is well beyond the static presence a brand had in the pre and early days of the Internet when replies to a consumer's inquiry read like a textbook-style monologue. In those days a consumer appreciated and was satisfied with a prompt and accurate response.
Consumers want to feel connected and have a personal relationship with the brands they choose to buy. Today they can.
These choices are the culmination of political, religious, philanthropic, health and environmental beliefs that define who they are. It's a new world where purchasing decisions - and the brands themselves - become an extension of a person's identity. And the hyper-interactivity of social channels puts this identity on display in a way that was never thought possible.
For the reasons above, it's only natural for today's consumer to want to feel more connected with the brands that shape who they are.
Consumers want to learn what's new, hot, and free. They want to know how their product is helping the greater good. They want to be reassured that the brands they buy care about their lives and the environment around them. They want to know that the brands they buy care about the things they care about. In short ... they want to be reassured they are making the right choice.
They want to have a conversation with their brands. They want to ask a question and get a personalized response. They want to be remembered the next time they come inquiring.