Businessuite News24
Elevating Traditional Marketing Efforts Through an Always-On, Social-First Lens
In today’s digital age, traditional marketing efforts such as experiential marketing and customer service can be significantly enhanced through an always-on, social-first strategy. This approach not only increases engagement and reach but also creates a seamless brand experience for consumers. Here’s how brands can scale and elevate these efforts:
1. Transforming Experiential Marketing
Digital Amplification of Live Events:
Experiential marketing, which focuses on creating immersive brand experiences, can reach a broader audience by leveraging social media. Live streaming events, behind-the-scenes content, and interactive social media campaigns can extend the impact of physical events to a global audience.
Example: Red Bull’s Stratos Jump was not just an in-person event but a global phenomenon, thanks to its extensive live streaming and social media coverage. By sharing real-time updates and encouraging user-generated content, Red Bull created a massive online buzz that amplified the event’s reach and impact.
Creating Virtual Experiences:
Incorporating virtual reality (VR) and augmented reality (AR) into experiential marketing allows brands to create immersive experiences that can be shared on social media. This not only engages users but also encourages them to share their experiences, further extending the brand’s reach.
Example: IKEA’s AR app, which allows customers to visualize furniture in their homes, was widely shared on social media. This social-first approach turned a functional tool into an engaging experience that users were excited to share with their networks.
2. Enhancing Customer Service
Always-On Customer Support:
Social media provides a platform for brands to offer real-time customer support. By utilizing chatbots and AI, brands can ensure 24/7 availability, quickly addressing customer inquiries and issues. This always-on support enhances customer satisfaction and loyalty.
Example: Nike uses Twitter to handle customer service inquiries efficiently. Their dedicated support account (@NikeSupport) provides real-time responses, demonstrating the brand’s commitment to customer care.
Personalized Customer Interactions:
Brands can use social media to offer personalized customer service, leveraging data to tailor interactions. Personalized responses and proactive engagement based on past interactions make customers feel valued and understood.
Example: Spotify uses data-driven insights to personalize their interactions with users on social media. By addressing users by name and referencing their listening habits, Spotify creates a personalized experience that enhances customer satisfaction.
3. Scaling Content Through User Engagement
User-Generated Content (UGC):
Encouraging customers to create and share content related to their brand experiences can significantly amplify marketing efforts. UGC not only provides authentic content but also increases engagement as users feel part of the brand community.
Example: GoPro excels at leveraging UGC by encouraging users to share videos and photos captured with their products. This content is then featured on GoPro’s social media channels, showcasing real user experiences and inspiring potential customers.
Influencer Partnerships:
Collaborating with influencers can scale traditional marketing efforts by leveraging their established audiences. Influencers can create engaging content that resonates with their followers, extending the brand’s reach and authenticity.
Example: Daniel Wellington’s influencer marketing strategy involved sending free watches to influencers, who then shared their experiences on social media. This approach helped the brand achieve significant growth and recognition.
4. Integrating Data-Driven Insights
Real-Time Analytics:
Social media platforms offer robust analytics tools that provide insights into consumer behavior and campaign performance. Brands can use this data to refine their strategies, ensuring that marketing efforts are continuously optimized for better results.
Example: Starbucks uses social media analytics to track customer sentiment and engagement. By analyzing this data, they can adjust their campaigns in real-time, ensuring that their marketing efforts are always relevant and effective.
Feedback Loops:
Social media allows for immediate feedback from customers, which can be used to improve products, services, and marketing strategies. Creating a feedback loop where customer insights are regularly integrated into business decisions helps brands stay aligned with consumer needs.
Example: Sephora utilizes social media to gather customer feedback on new products. This feedback is then used to make adjustments and improvements, ensuring that the brand meets customer expectations (Sprout Social).
Conclusion
By adopting an always-on, social-first approach, brands can scale and elevate traditional marketing efforts such as experiential marketing and customer service. This strategy not only extends the reach and impact of these efforts but also creates a more engaging and personalized experience for consumers. Leveraging social media’s capabilities for real-time interaction, personalization, and data-driven insights ensures that marketing efforts remain relevant and effective in the ever-evolving digital landscape.
Businessuite News24
JA$2 Billion in Support to Jamaican MSMES
“Small business owners have said to me that opening a bank account for their business is difficult. They feel there’s no difference between the requirements for them as MSMEs, as opposed to a very large institution,” she noted.
The Development Bank of Jamaica (DBJ) has been allocated $2 billion in the 2025/26 Estimates of Expenditure to support funding to the micro, small and medium-sized enterprise (MSME) sector.
Minister of Finance and the Public Service, Hon. Fayval Williams, made the disclosure while delivering the opening presentation in the 2025/26 Budget Debate in the House of Representatives on Tuesday (March 11).
“It (the DBJ) will continue to pursue innovative means of mobilising funding and leveraging private-sector investment and expertise through its venture capital programme, as well as public-private partnerships and privatisation transactions,” she informed.
Mrs. Williams noted the Government’s commitment to the MSME sector, which includes an estimated 422,000 registered small businesses, generating 80 per cent of the jobs in the economy.
Approximately 1,136,240 persons are employed by MSMEs.
The Minister acknowledged that there are several issues facing the sector, including lack of equitable access to financing, high interest rates and cumbersome requirements for opening bank accounts.
“Small business owners have said to me that opening a bank account for their business is difficult. They feel there’s no difference between the requirements for them as MSMEs, as opposed to a very large institution,” she noted.
She pledged to work with Minister of Industry, Investment and Commerce, Senator the Hon. Aubyn Hill, to reduce the requirements for the entities to open bank accounts.
The Finance Minister noted, further, that Government will be increasing the General Consumption Tax (GCT) exemption for small businesses from $10 million to $15 million.
By: Donique Weston JIS
Businessuite News24
Jamaica Open For High-Value Agricultural Investments – Minister Green
“Now is the time for high-value agricultural investment, right here in Jamaica. Things that we produce in Jamaica are sought after all over the world. As such, we do believe there are significant opportunities now in agro processing,” Mr. Green said.
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Corporate Movements: Margaret Campbell Appointed CEO of GKMS Group; Lee-Anne Bruce Named COO
GraceKennedy Limited (GK) is pleased to announce leadership changes at GraceKennedy Money Services (GKMS) as part of its ongoing succession plan and strategic talent development and deployment.
Effective April 1, 2025, Margaret Campbell will assume the role of Chief Executive Officer (CEO) of the GKMS Group. Campbell, who has worked with GKMS for over 25 years, has served as its Chief Operating Officer (COO) since 2020. She joined GKMS in 1996 and has held several leadership roles during her tenure including, Financial Controller, Chief Financial Officer (CFO), and Country Manager for GKMS Jamaica. A Fellow Certified Chartered Accountant, Campbell also holds an MBA in Finance from the University of Manchester and serves on several GK subsidiary boards. She is also the current President of the Jamaica Money Remitters Association.
Frank James, Group CEO of GraceKennedy, expressed confidence in Campbell’s leadership, stating, “Margaret has demonstrated strong leadership and an unwavering commitment to providing exceptional value and convenience to our customers across Jamaica and the wider Caribbean, in keeping with our vision of being the number one Caribbean brand in the world. I have no doubt she will continue to drive GKMS forward.”
Grace Burnett, CEO of GKFG, added, “Margaret’s industry expertise and strategic approach make her the ideal person to lead GKMS into the future. Her experience and passion for operational excellence will be instrumental as GKFG continues to grow and evolve.” The announcement of Campbell’s appointment comes as Burnett, who has led GKMS since 2019, prepares to retire from GraceKennedy later this year.
Lee-Anne Bruce
Additionally, GraceKennedy has named Lee-Anne Bruce as the new COO of the GKMS Group, also effective April 1, 2025. Bruce holds a bachelor’s degree from the Frank G. Zarb School of Business at Hofstra University and is a Certified Anti-Money Laundering Specialist. With over a decade in senior leadership roles at GK, she has served as Group Chief Compliance Officer, Chief Risk Officer, and most recently, Chief Audit Executive. She began her career at GK in 2003, when she played a key role in GKMS’ expansion into the Eastern Caribbean.
Margaret Campbell, incoming GKMS CEO, welcomed Bruce’s appointment, stating, “Lee-Anne is no stranger to GKMS and her extensive experience and understanding of our business will undoubtedly be invaluable in her new role.”
In light of the leadership changes at GKMS, Judith Chung, Group Chief Compliance Officer & Senior Legal Counsel, will act as Chief Audit Executive of GraceKennedy Limited, while Jason Bailey, Head of Risk, will temporarily assume responsibility for the Compliance portfolio.
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