The Concept

In most business-to-customer (B2C) exchanges, achieving a sale is one major step towards obtaining ongoing customer loyalty. However, it is not the completion of efforts to bond brand and customer. A key aim of marketers is to ascertain what drives a customer to continue to purchase a chosen brand, and so to determine what factors maintain a B2C relationship. Product quality has traditionally been understood as the single most important criterion in this process. However, there are additional strategies through which to bond customer and brand. Socialnomica is helping businesses to reposition their marketing strategies focusing not only on B2C transactions with customers but also on B2C relationships with customers. This is what Socialnomica referred to as BRAND ENGAGEMENT.

B2C relationships are of particular interest to Socialnomica. We are concerned with how businesses can facilitate consumer involvement with their service or product. Within that framework, we focus on one particular marketing approach - SOCIAL MEDIA MARKETING - and its application in different contexts - ranging from professional sport to events and and other service. Socialnomica investigates BRAND INVOLVEMENT through a specific marketing media - being specialised on social media channels, social media communities and and experience based social environments.

In an era of media fragmentation, with an array of platforms and modes of delivery and evidence of resistance to traditionally direct and explicit advertising, SOCIAL MEDIA MARKETING has become a more important marketing communication tool. For sponsorship rights holders, sport marketers, event managers and any other service provider it provides an opportunity for exclusive association and emotional bonding beyond conventional advertising. SOCIAL MEDIA MARKETING is especially popular among companiesaiming at global audiences by using indirect, implicit and subtly persuasive marketing. Socialnomica has reconsidered the inflexibility of traditional forms of advertising, particularly in new media environments, and our responses has been to activate and leverage traditional sponsorship, advertsing and traditional communicatuion efforts. Social Media Marketing and Socialnomica's EXPERIENCE BASED MODEL OF BRAND ENGAGEMENT invites the customer entering into a more personal relationship with your company's service or product. By comparison with conventional advertising, which is widely perceived as an intrusive form of communication, our approach is lowering customer resistance to the advertising messages in our customer's promotional repertoire.

Social media, such as Facebook or YouTube, provide interaction points between user and medium, and, therefore, online consumer and online advertiser. Socialnomica refers to these interaction points as 'touch points' where brand and customer 'meet'. Touch points create experiences for the online customer and, if well managed, offer a basis for an ongoing relationship via social media. There has been an 'explosion of touch points' in social media that in marketing terms offer seemingly unlimited opportunities for interactions between brand and customer. Here OUR PROMISE is advertiser-consumer intercommunication thatFACILITATES GREATER BRAND ENGAGEMENT.

About SocialNomica

The company was founded in 2009 out of an industry need for a consulting service able to reach the social online users in a more efficient and measurable way.

Founder is Christoph Hechelmann, an award-winning social, search, and viral marketing scientist and author of several industry and academic reports and articles. Christoph has a background in web development and combines his programming capabilities with a passion for social marketing. Since 2008 Christoph is an international PhD Scholarship holder at the University of Technology, Sydney researching in the areas of social media marketing, brand engagement and emotional attachment to brands. His experience based model of social media marketing has attracted international recognition and helps marketers to strategically efficient approach social media participants. Christoph has written extensively about the science of viral marketing, social communications and brand engagement.