The ways in which food brands engage with consumers has been vastly transformed by digital marketing communications and connecting with conscious consumers takes on yet another level of social media savvy.
Our in-house digital guru Abdul Muhammad offers those charged with brand communications tips on creating relationships with conscious consumers and insights into what drives them to engage.
Abdul Muhammad, II
Gibbs-rbb: What drew you to a career in the digital/social media industry?
Abdul: In my junior year at the University of Florida I received an invitation for a “money making opportunity” selling virtual ad space online in a portal site called Galaxy Mall. This was at a time when modems or dial up connections were used, and AOL and Netspace were the leading internet companies.
I knew then that the internet would fundamentally shift the way we communicate with each other and businesses, and I wanted to be among those leading that transformation. That same year, I started a web development company and have been consumed with digital marketing communications ever since.
Gibbs-rbb: What are some unique ways social media has changed the way food brands engage with consumers?
Abdul: Food brands have been able to capture and retain the attention of consumers most effectively by leveraging big data, social media, and innovation to raise and amplify awareness, evoke product trail and receive real-time feedback that informs business decisions. It has also made brands more responsive to customer service and forced them to engage in the brand narrative, because social media empowers consumers with exponential reach. In addition, user generated content often tells a different story.
Gibbs-rbb: Do you think social media has played a role in making sustainability and conscious consumption today’s norm?
Abdul: Absolutely. I feel social media has created more urgency in the adoption of sustainable technology, goods, products and services across the board. It provides access to information, which is the seed of consciousness.
As more and more information is shared about the impact this topic has on almost every aspect of our lives – from health, energy, economics, and the environment – it becomes more normal to consider sustainability and behave like a conscious consumer.
Gibbs-rbb: What are some ways social media impacts – or speeds along the development of – trends? Give us some examples as this applies to conscious consumption.
Abdul: Digital and social sharing and activation tools are certainly increasing our knowledge of ourselves and the world, and therefore helping to unlock the possibility of truly conscious consumption options.
We are hungry for data, especially personalized data in real-time, which digital and social media provides. In this way, it has become a major driver of the sustainability movement.
Consumers are sharing and consuming more data than ever before, and they’ll expect “conscious brands” to do the same. One example is how FutureBrand launched its study and social media campaign about the importance of Country of Origin, and how origin and provenance can affect a consumer’s desire to purchase brands.
Another example is fashionrevolution.org, which “aims to build connections throughout the fashion supply chain, linking the cotton farmer, the dyer and the seamstress with the consumer.” This is a movement that shows savvy digital and social marketing used to activate conscience consumers.
Gibbs-rbb: What are key things to keep in mind when developing a digital campaign targeting conscious consumers?
Abdul: It’s not enough to simply provide information about sustainability or conscience consumption in a campaign. Brands must truly communicate the impact their products and services have on peoples’ lives so that they want it regardless of it being beneficial to the environment or others.
Brands must turn awareness and curiosity into action at the point of contact by clearly offering valuable data to quantify their sustainability efforts. Brands should think about providing a platform for customers to engage in ongoing communication regarding the impact they’re making on the community by this behavior shift.
Gibbs-rbb: What’s next? Meaning, what new social media channels must food brands be ready to embrace?
Abdul: This all depends on the brand, product or service. Not all social media channels work the same for all brands. As new platforms emerge and demographics migrate, this answer will change.
It’s best to be ready to embrace any social media channel your target audience is active on at the moment. Research prior to creating a campaign in order to determine the right channel mix for the intended audience. Video is HUGE right now, so those that leverage this medium best are HOT!
Abdul Muhammad, II is Vice President of Digital Park for rbb Communications, a parent company of Gibbs-rbb Strategic Communications. Abdul has 17 years of experience in internet marketing and specializes in creating nationally recognized, award-winning digital marketing campaigns for clients in a variety of industries. He’s an expert in orchestrating strategic digital programs that are in synch with traditional advertising and public relations.