Consumers are engaged online, should brands engage now?
While most brands are sitting tight given the economic uncertainty, it is no longer a case of keeping quiet and hoping everything will be over.
There is no reason why brands are not tapping on online resources, live streams and interactive ways to engage with their customers whether they are home-bound or not. Mintel research found that three-quarters of consumers across Asia-Pacific agree that they find themselves wanting to learn more about things than they used to (e.g. brands, social matters etc.). This indicates a need for reliable sources of news and information and most importantly to fight against fake news. This is where brands can step in to be the experts and offer not just human interaction, but also authoritative expertise.
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