Vantage Point: Social Media and the New Age - Now, Meet the Consumer!
By Reeta Mehrishi, Social Media Analyst and Michael Forhez, Director of Business Solutions for the Consumer Markets, TCS
“How is the social media wave affecting the CPG industry? In some general ways the application of this work is not very different from how other businesses are using it. What is unique in CPG, however, is the overall effect social media is having in liberating consumer-driven businesses that are now breaking free of inscribed restrictions accepted for decades. While the mass-media of television, radio and print had a substantial hand in creating the great brands and houses we know so well, they failed -- by no inherent fault of their own -- to nurture a deeper, more satisfying and, ultimately, sustainable relationship with the consumer.
As a result, manufacturers became increasingly dependent on retailers, who have always been able to create a face-to-face dialogue with their customers. In the age of the Internet, social networking and social media now offer a range of channels for direct one-to-one, one-to-few and one-to-many, end-user interactions. This is hugely empowering for manufacturers as it will dramatically alter the landscape for how our industry conceives, designs, makes, markets and distributes today's brands and tomorrow's new products.”
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