Microblogging
Microblogging is a helpful tool for companies to reach all customer’s journey levels. Foremost, microblogging allows companies to share information about their products on platforms such as Instagram, which reaches the customers at the awareness level. Secondly, creating engaging content and sharing it on microblogging platforms allows a company to reach customers in the consideration level. Creating engaging content is crucial to get potential customers to consider purchasing products from a certain brand. Thirdly, microblogging reaches customers in the acquisition level because microblog posts usually contain links that redirect back to the product’s purchase point. Finally, microblogging reaches customers at the retention level because companies usually use microblogging to offer after-sales services.
Companies such as Starbucks have been effectively using microblogging for marketing efforts and boosting sales since 2009. Winfield (2019) observes that Starbucks created an interactive microblogging webpage, which allowed customers to submit ideas for new menu items. In addition, Starbucks used the platform to share brand-related topics with customers. Furthermore, Winfield (2019) observes that Starbucks used its microblogging platform to increase sales by creating sales pitches for its products.
Ultimately, when used the right way, microblogging is important to a company’s marketing efforts because it facilitates conversational interaction with customers, and it is useful for providing feedback to customers. Microblogging is also important because it boosts sales by driving traffic to a company’s websites during special sales and offers. Most importantly, microblogging is essential for B2C companies because it reaches all customer journey levels